A quote from one of my eBooks

I love this quote so much I thought I’d share it:

“To properly understand advertising or to learn even its rudiments one
must start with the right conception. Advertising is salesmanship. Its
principles are the principles of salesmanship. Successes and failures in
both lines are due to like causes. Thus every advertising question should
be answered by the salesman’s standards.
“Let us emphasize that point. The only purpose of advertising is to
make sales. It is profitable or unprofitable according to its actual sales.
“It is not for general effect. It is not to keep your name before the
people. It is not primarily to aid your other salesmen. Treat it as a
salesman. Force it to justify itself. Compare it with other salesmen.
Figure its cost and result. Accept no excuses which good salesmen do
not make. Then you will not go far wrong.
“The difference is only in degree. Advertising is multiplied
salesmanship. It may appeal to thousands while the salesman talks to
one. It involves a corresponding cost. Some people spend $10 per word
on an average advertisement. Therefore every ad should be a supersalesman.
“A salesman’s mistake may cost little. An advertiser’s mistake may cost
a thousand times that much. Be more cautious, more exacting,
therefore. A mediocre salesman may affect a small part of your trade.
Mediocre advertising affects all of your trade.”
Claude Hopkins

Kicker is this was written nearly 100 years ago!

More on Mr. X tomorrow.

Till next time!

Kelly the Canadian out!

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