Follow

my brand

behavior

s and win

at the

shelf

1. Avoid boring advertising

2. Always think of your customer’s best interest

3. Educate your customers

4. Tell your entire story

5. Offer service rather than ask for sales

6. Find the right psychological appeal

7. Personalize your company or products

8. Name your product really, really well

9. Give your product a persona

10. Promote benefits rather than features

11. Offer a free trial or sample and make money

off back-end repeat sales

12. Dare your customers to try your competitors

13. Use “Reason Why” advertising

14. Make use of free publicity

15. Develop products customers want

16. Promote positive benefits people want most

17. Establish credibility by providing a real reason

to believe you

18. Appeal to social proof for credibility

19. Offer a risk-free, money back guarantee

20. Test lots of things & measure results

21. Be natural and simple; use the shortest words

possible

22. Run a campaign for as long as it keeps

working

23. Never give up

Follow my brand

behaviors and

win at the shelf.

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Pinup excerpt from Sell Anything Using Scientific Advertising by Claude Hopkins

Claude Hopkins, the Godfather of Direct Response

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