A soft technique for presenting

shafi123@gmail.

Real advertising is just multiplying the sale. ” John E. Kennedy Kennedy criticized advertisers who spent money on simple ads instead of investing in advertising trials. He explored the concept already developed by Powers in his book Reason Why Advertising , the sales promise later developed by Claude Hopkins. He was fired from Lord & Thomas after two years because he was deemed too slow. Hopkins was hired instead. Theodore McManus ( – ) Theodore McManus is one of the founders of Soft Selling copywriting .  sales pitches. A pioneer of automotive advertising, he created the famous The Penalty of Leadership for the Cadillac campaign.

storia del copywriting Theodore McManus Penalty of 1000 Mobile Number List Leadership Facile Web Marketing La campagna The Penalty of Leadership del copywriter Theodore McManus. “ The leader is attacked because he is a leader and the effort to match him is simply additional evidence of that leadership. ” Theodore McManus The article appeals to the disadvantage of being a market leader because one is perpetually exposed to attacks from the competition. And by failing to match or excel, the competitor seeks





depreciate itself and destroy the industry. Claude C. Hopkins ( – ) In contrast to McManus, Claude Hopkins was the main exponent of the Hard Selling copywriting school. A method of advertising and copywriting that aims to present the product directly. Few stylistic or aesthetic frills or a lot of content. Hopkins demonstrated the effectiveness of several techniques and formulas that we still use today. Early in his career, he worked as an accountant for a company that sold carpet cleaning products, Bissell Carpet Sweeper .