Do you read enough?

I thought I did, but clearly not. I missed Claude C. Hopkins, Scientific Advertising.

Shame on me.

Well, having just been on holiday I had some time out of the Sun in which to catch up. If you haven't read it, and you're in any form of marketing, then I implore you to get a copy.

It has set the founding principles for some of the most successful advertising agencies and individuals in history, and will now solidify some of my own approaches.

This is an excerpt and a principle to which I abide:

"The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information. They site advantages to users."

I happen to think this is the same for any prospect facing communication.

Oh, and did I tell you this book is nearly 100 years old.

Human nature does not change so neither should our approaches to pander to them.