“Search the world and steal the best”

->-> And to hell with originality!

The man who gave me – and many others - that advice was Murray Raphel.

He was a retailer, a business that teaches you what works very fast indeed.

I discovered this in 1971 in my first good job in London when I wrote copy for Hope Brothers, a a menswear store.

Thee ads ran on a Saturday and on Monday I knew how well I had done.

Most advertising awards go to originality.

But as far as I can see, true geniuses scorn it.

“If have seen further, it is by standing on the shoulders of giants”?– Isaac Newton

“I never tried to be original in my life”?– Mozart.

So, it’s a good idea to learn from and copy Claude Hopkins - the most able and richest copywriter ever.

Over a century ago he launched brands that still thrive today. He also managed the rare feat of writing for competing brands at the same time - 5 different car marques for instance.

His house advertisements helped make Lord & Thomas the world’s largest advertising agency (now still here as Foote, Cone & Belding.

(Ironically advertising agencies are very keen for their clients to advertise but rarely do themselves:?Physician Heal Thyself!?comes to mind.)

The ads that earned a million dollar fee

You and I may never have met but if you are reading this you were offered a free download of Claude’s book when you got onto my list (in case you missed it - it's here).

The problem with that book, or his other,?My Life in Advertising, is they show no examples of his work. That’s because when his clients learned he was writing a book they pleaded with him to show none, and he complied.

Rather like Hamlet without the prince.

I confess a strong interest here, I am currently working with two more diligent partners on a book which features as much of his work as we can find.

Perhaps his greatest coup was a campaign for which he earned the equivalent of $1 Million.

They both employ a technique which is hard to beat: get as close as possible to demonstrating what you’re selling rather than just making claims about its effectiveness.

Here Claude tells people to "feel" the problem toothpaste solves for themselves.

The copy speaks for itself but what is equally interesting is that Hopkins was not just a great copywriter. He really understood business.

In these ads you see a free offer repeated twice.

That offer cleverly and simply solves a huge problem for any new product - getting distribution.

It’s all very well to advertise your toothpaste but no good if no one can find anywhere to buy it.

The free coupons are there for the reader to send off to the Pepsodent HQ and receive a tube in the post, but in the second one it was to be taken to the local pharmacy.

In this way Lord & Thomas was able to say to the retailer “I will bring you business”.

Obviously the language is a little outdated, but you can see the sheer force of the man's copy.

The startling thing about Hopkins was that while you and I may struggle to have even one idea, he had a constant stream, even for the same product.

The second ad is completely different in approach, as you can see - look at some of the headings.

“Most teeth are unclean” “A serious matter” “Protect the enamel” “This test will show” and the promise “Those pearly smiles” is very positive, whereas in the other copy “Film, the robber of all beauty” takes a more frightening approach.

See how he emphasises the number of people already using the product - “Do what they do - millions of them” and uses the word “dingy” to contrast with pearly.

Don’t just look at this stuff, nod sagely, and say ‘Yes, Drayton’s comments are good”

Actually?read?these ads and learn from them - believe me you can learn a hell of a lot, as I did.

I plan to launch the book I mentioned at an event later this year here in Bristol.

So keep an eye out - news will come sooner than you think!

Best,

Drayton

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