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6 reasons why Hopkins' famous persuasion strategy (first used with his Schlitz Ads) worked

by Alex Cohen
15 replies
Interesting article, including one of Hopkins' famous Schlitz ads here...

How Apple is brilliantly using a 100-year-old persuasion strategy | Conversion Rate Experts

As you'll read in the article, the strategy still works today.

Alex
#ads #famous #hopkins #persuasion #reasons #schlitz #strategy #worked
  • Profile picture of the author ewenmack
    Interesting how this big idea travels thru time.

    Al Riess and Jack Trout popularized the point of,
    if you can't be in the top 3, then invent a new catogory.

    Jay Abraham calls it a pre-emptive move.

    Dan Kennedy talks about inventing a whole new catogory
    in his latest video training for his DNA program.
    He gives examples of himself doing it, clients doing it
    and Joe Sugarman with JS+A.

    Perry Marshall tells about Jeff Paul and Dan Kennedy
    started the whole industry specific marketing specialist.

    Examples: Joe Polish for Carpet Cleaners, Jeff Paul Mortgage Brokers,
    Pamela Yellman for Insurance Brokers. I don't recall the names, but
    there's restuarants, catering, HVAC, Garages, Dentists,
    Chiropractors, Spa Pools, Hair Salons, Day Spas.

    Perry Marshall has taken a different route by going
    with one marketing channel, Adwords.

    He engineered his position as the Adwords authority.

    That's marketing thinking, not copywriting.

    Best,
    Ewen
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    • Profile picture of the author Alex Cohen
      Ewen,

      Besides the obvious marketing advantages of creating a new category, the thing I like about it in relation to copy is how it solves the differentiation problem.

      That's one of the biggest issues I run into when talking with prospective partners. I ask them, "What makes your product different?"

      Most don't have an answer.

      When you walk along the beach, all the grains of sand look the same. But when you see a shell or some other interesting object jut out from the sand, it gets your attention.

      Alex
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  • Profile picture of the author MoneyMagnetMagnate
    "Your physician will tell you that Schlitz, the beer that made Milwaukiee famous, will not make you bilious."

    So essentially, "our beer won't make you vomit"?

    (The last time I 'conferred with my physician' about types of beer was when he told me what to buy for losing our round of golf...:rolleyes: )

    That's what used to be considered groundbreaking copywriting? :rolleyes:

    'Hopkins’ ads now look comically out of date...' - They sure do.

    If they wanted to explain beer purity, the Germans have a word for it - Reinheitsgebot - plain and simple.

    Don't get me wrong - I read the article, and it raises some great points on comparative copywriting.

    But it also seems to say it boils down to the old adage...

    "If you can't dazzle them with brilliance - baffle them with bull$#1t"
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    • Profile picture of the author jimbo13
      Savile Row Tailors (Suits) tend to explain the process in order to establish reputation, trust, differentiation and high price.

      These lot aren't on the Row but around the corner.

      FILM VISIT

      What do you think of the video? It is short but would you like them to make you a suit?

      Dan
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      • Profile picture of the author Hugh Thyer
        This is a great article. Goodness knows why big advertising agencies book an entire page of newspaper space, stick a slogan in the middle of it and charge a fortune.

        People, use the space you have available. This is why long copy outpulls short copy...if you do it right. Use the space to EXPLAIN it.

        Funny thing is I bought an MP3 player a few years ago off eBay. And even though I KNEW they were all the same, the one I bought told me it came with an earpiece, told me it had a radio, told me it had batteries etc etc. Don't assume your customer knows...tell them.

        I remember a Dan Kennedy story. He used to sell a product at the national speakers convention. One year he figured everyone had heard his story so many times he left it out his sales material. And his sales plummeted. Next year he put it back in again and up it went.

        I'm about to sell a high end event ($5,000+ per ticket) which is an advanced seminar. Now, the people I'm selling to already know about the speaker, but I'm STILL going to tell them all about him again. I can't assume they will remember all the details. They need to be told to be sold.
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  • Profile picture of the author Centurian
    Thanks Alex for sharing this article and video. Great template for further refining this technique.
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  • Profile picture of the author trevorhickey
    that's pretty cool actually. you really need to take the time to watch the apple video to see how it applies.
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  • Profile picture of the author RHert
    This article explains this technique well. Just another way to tell a story.
    Signature
    Copywriting at it's Best! - Tips and tricks to connect with your reader.
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  • Profile picture of the author BartsTreasures
    Excellent article...I seem to remember reading the story of a Vodka producing company years back...the problem with Vodka is it really is pretty much the same from brand to brand so it's hard to differentiate...this company hired an advertising firm who in turn studied the company and then came up with an ad campaign showing how the company painstakingly purified its water and detailing it's many processes to come up with an excellent tasting Vodka...the company replied, "but EVERY Vodka company does these things..." and the adv firm replied, "YES, but your customers don't KNOW that". The campaign went on to be a huge success!!
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  • Profile picture of the author RobBritt
    Doesn't it boil down to engaging the audience and differentiating yourself from the crowd? That's oversimplification, but still..
    great ideas never die they just evolve to fit the times. Thanks for sharing that blog link!
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  • Profile picture of the author MoneyMagnetMagnate
    Here's a new twist on the old twist persuasion strategy...have you seen this one?

    An "IonX Ionized Energy Fabricª Performance Enhancing Golf shirt" -
    they use the scientific proof technique too!

    TRUE TECHNOLOGICAL AND COMPETITIVE ADVANTAGE FOR EVERY GOLFER!

    Performance Sports Brands, Inc. is leading what it calls a revolution in terms of the apparel that will be available to golfers. The company has announced Energy Athletic Golf, the first golf apparel that provides a true technological and competitive advantage for every golfer. The exclusive and patented IonX Ionized Energy Fabric™ features a negatively charged, electromagnetic field embedded into its structure. The intelligent fabric stimulates the delivery of oxygen to the muscles through the bloodstream and brain, which is designed to provide golfers with increased energy, strength, focus and accelerated recovery.
    Link:Energy Athletic

    And you thought you needed to learn how to hit the ball to play good golf...you're just wearing the WRONG SHIRT!

    They forgot the part about the Pentagon testing the fabric for military use on the battlefield - that'll close them! :rolleyes:
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  • Profile picture of the author slamp
    Banned
    this is extremely eye opening information
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  • Profile picture of the author Don Schenk
    Did you notice this at the bottom of the ad?

    "DICTIONARY FREE We will send you a 200-page up to date Webster Pocket Dictionary upon receipt of two-cent stamp, to pay postage. Address, SCHLITZ, Milwaukee, Wis"

    Schlitz was capturing a list.

    There is not even a street address.

    "-Don
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    Studies prove happier people have massively more success. It has worked for me. Use this one trick too... Click Here

    Total Competition Stomper - Simply the most powerful tactic your IM or Offline business will ever use... See it here!
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  • Profile picture of the author bizsolutions
    This is good stuff, useable now. Thanks for posting!
    Signature

    bizsolutions

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