Guaranteed Results Since 1923

Claude Hopkins was one of the greatest assets to marketing of all time. Many business owners don’t know who Claude Hopkins was – most could care less… but without Claude Hopkins we would not have things like money-back guarantees, market testing, or risk free trials.

Back in 1923 Claude Hopkins published a book called Scientific Advertising. It should be considered a must read for every business owner today. His book is a veritable treasure house on how to get guaranteed results. What I find most startling is that most business owners today aren’t aware of these nuggets of business wealth.

No – nuggets isn’t the right word. His book is more like an ocean of tested and verified natural business law that every business would benefit from immensely.

That’s the funny thing about marketing. Marketing has really developed over the last 100 years or so, since about 1900… and the things that worked best back then are the things that still work best today. Business hasn’t really changed because people don’t really change. Sure, our advertising mediums and delivery methods change, but people are fundamentally the same.

Take for example the concept of advertising. Advertising, to be understood properly, is salesmanship. Maybe that’s salesmanship in print or even salesmanship in video- but it’s just salesmanship.

As Claude Hopkins said, “The only purpose of advertising is to make sales” and he was right! Why do you put an ad in the paper? To make sales. Why have a website? To make sales. Why advertise on the radio? To make sales. All these pursuits are profitable or unprofitable based on sales.

And that is precisely the killer! Most small businesses are not tracking their advertising to see if it is profitable – or if it is a complete waste of money.

We need to force our advertising to justify itself. If it’s not profitable, it’s not justified.

If your business happens to be new to an area you may just try to blanket every radio station, and advertising medium available. This may sound like a good idea… but it’s not. You may have wasted 99% of your budget for no reason what so ever. And you would never know if you don’t track you advertising and hold it accountable.

You may have been advertising the same way for the last 5 years, never tracking it once, but still making a million dollars a year. That’s no excuse. Maybe you could have made 10 times more… but we’ll never know since your advertising was never measured. That’s 9 million dollars you’ll never know about. ( 9 million $ every year for 5 years is 45 million $ you may have missed out on.)

The next time you create a sales letter or an ad, find a way to track results before you do anything else.
If it’s just not worth it to you, how about we make a deal? Call me up – I’ll work for free. Just pay me the difference between what you have been making and how much I increase your sales.

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