Which Advertising Great Said...

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Who first said, "the more you tell, the more you sell"?

Thanks in advance! I'm having a hard time finding the answer to this in Google.

Marcia Yudkin
#advertising #classic #expert #great #guru
  • Profile picture of the author Andrew Gould
    I don't know whether he was the first but Claude Hopkins uses it in "Scientific Advertising" (chapter four - Mail Order Advertising).
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    Andrew Gould

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    • Profile picture of the author Hugh Thyer
      Originally Posted by Andrew Gould View Post

      I don't know whether he was the first but Claude Hopkins uses it in "Scientific Advertising" (chapter four - Mail Order Advertising).
      Freaky!!!!
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      • Profile picture of the author Pusateri
        In 1922 the Chicago Tribune classified ad department coined the phrase, "The more you tell, the quicker you sell," to encourage advertisers to give a more complete description of what they had for sale.

        The campaign was a big success and by the end of that year the phrase was appearing in various trade journals, in many instances morphing into "the more you tell, the more you sell," to reflect the business owner's interest in selling more of his goods, as opposed to the classified advertiser who wants to sell a single item quickly.

        Hopkins likely saw it in one of these journals, most of which where based in the Mid West, and decided to include it in the book he was writing.
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        • Profile picture of the author Ken Hoffman
          Where did you get that information from? The reason I ask is I seem to remember that specific phrase in a very old sales book. Just can't remember which one.


          Originally Posted by Pusateri View Post

          In 1922 the Chicago Tribune classified ad department coined the phrase, "The more you tell, the quicker you sell," to encourage advertisers to give a more complete description of what they had for sale.

          The campaign was a big success and by the end of that year the phrase was appearing in various trade journals, in many instances morphing into "the more you tell, the more you sell," to reflect the business owner's interest in selling more of his goods, as opposed to the classified advertiser who wants to sell a single item quickly.

          Hopkins likely saw it in one of these journals, most of which where based in the Mid West, and decided to include it in the book he was writing.
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          • Profile picture of the author Pusateri
            Originally Posted by Ken Hoffman View Post

            Where did you get that information from? The reason I ask is I seem to remember that specific phrase in a very old sales book. Just can't remember which one.
            I searched Google Books and couple newspaper archives for any pre-1923 uses of the phrase. Was surprised to find nothing before 1922. Started running down leads and came to an article on the success if the Chicago Tribune's campaign.
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            • Originally Posted by Pusateri View Post

              I searched Google Books and couple newspaper archives for any pre-1923 uses of the phrase. Was surprised to find nothing before 1922. Started running down leads and came to an article on the success if the Chicago Tribune's campaign.
              It didn't take long for newspapers everywhere to rip off, I mean get inspired by, the Trib's campaign. It started in the Midwest in Wisconsin and environs and spread quickly. The classified departments were huge in those days and the biggest profit center of the paper.
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  • Profile picture of the author Jonathan 2.0
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    Nice to see you here in “Warriors” Marcia. I remember you posting on Anthony Blake's forum some time ago.

    : )
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    "Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem and turned it into an opportunity."―Joseph Sugarman
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  • Profile picture of the author DoWhatWorks
    I believe it was Claude C. Hopkins and/or David Ogilvy. :-)

    -Terry


    Originally Posted by marciayudkin View Post

    Who first said, "the more you tell, the more you sell"?

    Thanks in advance! I'm having a hard time finding the answer to this in Google.

    Marcia Yudkin
    {{ DiscussionBoard.errors[6178581].message }}

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