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.
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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