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Scientific Advertising has to be one of the best marketing books ive read
here’s a couple things i learned
and how im going to use them to blow up our tiktok game 10x over the next few months
Thread
here’s a couple things i learned
and how im going to use them to blow up our tiktok game 10x over the next few months
Thread
the book is written from a dr mail order perspective, but the principles apply to marketing today
while it is copywriting focused, it applies to tiktok organic/ads as well
at the end of the day writing or video is just a change of medium, the content remains the same
while it is copywriting focused, it applies to tiktok organic/ads as well
at the end of the day writing or video is just a change of medium, the content remains the same
Specificity is key
General statements are bland and meaningless, the customer has heard them before and assumes exaggerations
But specific is measurable, true or false
you can verify them, and they show the company put in the time and effort to test the product
General statements are bland and meaningless, the customer has heard them before and assumes exaggerations
But specific is measurable, true or false
you can verify them, and they show the company put in the time and effort to test the product
im just going to quote the book to show the extent this can go
“in the old days all beers were advertised as pure.
the claim made no impression.
the bigger the type used the bigger the folly.
after millions had been spent to impress a platitude, one brewer pictured a plate
“in the old days all beers were advertised as pure.
the claim made no impression.
the bigger the type used the bigger the folly.
after millions had been spent to impress a platitude, one brewer pictured a plate
glass room where beer was cooled in filtered air.
he told how bottles were washed four times by machinery.
how he went down 4,000 feet for pure water.
how 1,018 experiments had been made to attain a yeast to give beer that matchless flavor
he told how bottles were washed four times by machinery.
how he went down 4,000 feet for pure water.
how 1,018 experiments had been made to attain a yeast to give beer that matchless flavor
he made the greatest success that was ever made in beer advertising”
legendary
legendary
Test, test, test
The book primarily talks about paid mail ads
But its actually insane how they tested every picture, word, headline, use of space to the nth degree
if youre not a/b testing everything youre losing
The book primarily talks about paid mail ads
But its actually insane how they tested every picture, word, headline, use of space to the nth degree
if youre not a/b testing everything youre losing
the goal is not creating a profitable ad it is finding the MOST profitable ad
and testing is the only way to do that
and testing is the only way to do that
He talks extensively about the length to which advertisers would serve customers
The discount loses to the guarantee
The guarantee loses to the cheap sample
The cheap sample loses to the free sample
The free sample loses to the FREE TRIAL of the product
The discount loses to the guarantee
The guarantee loses to the cheap sample
The cheap sample loses to the free sample
The free sample loses to the FREE TRIAL of the product
Immediately had me thinking of free samples and mrr stores
but there are certainly more white hat ways to do it
The strategies may change but the principles remain the same
but there are certainly more white hat ways to do it
The strategies may change but the principles remain the same
Transparency is a differentiator
Especially now that targeted advertising is so pervasive that customers are hyper aware when theyre being sold to
going the extra mile to bring them into your company can make a huge difference
Especially now that targeted advertising is so pervasive that customers are hyper aware when theyre being sold to
going the extra mile to bring them into your company can make a huge difference
One example of this was companies literally writing “we made a 9% net profit last year” in their ads
or breaking down all the hidden costs to produce their products that customers wouldnt think of
some major
to justify higher pricing/differentiate from competitors
or breaking down all the hidden costs to produce their products that customers wouldnt think of
some major
to justify higher pricing/differentiate from competitors
People buy from people
This is true in B2B/agency work but is often lost in the sauce for d2c stuff
while we relate to brands at a high level (national brand marketing) it is much more impactful to know the story, name, face of the brand
This is true in B2B/agency work but is often lost in the sauce for d2c stuff
while we relate to brands at a high level (national brand marketing) it is much more impactful to know the story, name, face of the brand
one example of this was a brand struggling to sell dresses to poor women
then they brought in a successful women who came from low income background and wrote from her perspective on how hard it was to find proper clothing
sales skyrocketed
then they brought in a successful women who came from low income background and wrote from her perspective on how hard it was to find proper clothing
sales skyrocketed
its kinda greyhat for dropshipping/aff offers but perfect for brands
and actually how i got rise started
and actually how i got rise started
research, research, research
behind some of the simplest ads is reams of literature and weeks of research
and thats why they can be so simple but so effective
learning exactly why people buy, how much they spend, the alternatives, pros and cons, getting to the grimy DETAILS
behind some of the simplest ads is reams of literature and weeks of research
and thats why they can be so simple but so effective
learning exactly why people buy, how much they spend, the alternatives, pros and cons, getting to the grimy DETAILS
these dudes were next level too
stories of advertisers spending weeks on farms to learn about the intricacies of equipment
readings hundreds of scholarly articles for the one study that makes the ad millions
this isnt browsing reddit for 20 minutes like most copywriters do
stories of advertisers spending weeks on farms to learn about the intricacies of equipment
readings hundreds of scholarly articles for the one study that makes the ad millions
this isnt browsing reddit for 20 minutes like most copywriters do
if this breakdown was helpful, drop a rt on the top tweet
definitely going to be doing more of these
reading is just too high roi activity to ignore
definitely going to be doing more of these
reading is just too high roi activity to ignore
