what college boys can't deliver…

I’m going to hand the reigns over to Claude C. Hopkins, for today’s tip.

Pay close attention to what he says, because this is one of the most important lessons about writing, and about selling, you can ever master. Lucky for me, I learned it early on and I worked very hard to master it, and it’s made me a small fortune.

Here goes:

In “My Life In Advertising,” Hopkins, said, “I know of nothing more ridiculous than gray-haired boards of directors deciding on what housewives want.”

Hopkins, who wrote this book 82 years ago in 1927, was one of the greatest copywriters and marketers of all times. To me, his strength lied in his ability to talk to the “common” man, which… whether you know it or not, is you and me and all of us.

I’ve never heard this said any better than “Let me digress here to say that the road to success lies through ordinary people. They form the vast majority. The man who knows them and is one of them stands the vastly better chance…

Now college men come to us by the hundreds and say, “We have education, we have literary style.” I say to them that both of these things are handicaps. The great majority of men and women cannot appreciate literary style… Any appeal which seems to come from a higher class arouses their resentment. Any dictation is abhorrent to us all.

We are seeking in advertising, men with the impulses of the majority…”

So don’t worry about how sophisticated you are or how highbrow you want to appear to be. Focus on how ordinary you are, instead.

And then just let your prospects know.

And then you will be thrilled with the results.

Now go sell something, Craig

P.S. Read Hopkins legendary “Scientific Advertising,” and get my own revealing comments about his most famous ad and why it worked, along with how to use this same strategy in your own business at: http://www.kingofcopy.com/hopkins


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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)