The Pitch: Ad man of old has lessons for today's hotshots

Claude Hopkins? Never heard of him, could be a present-day response from the creative inventors in any ad agency.

Maybe you need some grey hair, a couple of great campaigns under the belt during the past 20 years, to nod reflectively at the mention of Hopkins' name. He's the guy who used to earn US$185,000 a year - 90-odd years ago.

Which, of course, begs the question: what was he so good at that many of the world's best copywriters regard him as one of the greatest ad men that ever lived?

Hopkins was the greatest exponent of scientific advertising, of salesmanship through print. In other words: your ad better work or else. That was the one rule that mattered.

But today the rules are different. Advertising is like art - the more abstract the better. Why? Because it wins metal, stupid. Which is why Hopkins is so hopelessly out of date.

Or is he? Let's sample a few of Hopkins' maxims.

We must treat people in advertising as we treat them in person.

Remember that old David Ogilvy saying: The consumer is not a moron, she's your wife.

Every book on advertising has reams on how to motivate consumers to buy products or services.

Then why is it that consumers take commercial breaks so literally? What is classified as art is often seen as corny.

If you don't think so, ask your wife.

I have urged them to make tests, to feel out the public pulse.

It is said that seven out of 10 new product launches bomb in the market-place, leaving clients, not agencies, poorer by a couple of million dollars. And all because not enough homework was done. Test, test and keep testing.

And if you think research and testing skewers creativity, read what Drayton Bird has to say.

Never judge humanity by yourself.

This one's a tough call, because even creative people are human.

Haven't you ever noticed that when you create a great looking abstract piece of art with "enigma" written all over it, only the creator understands what's being communicated? That's because he has gone through the mental process.

Consumers don't necessarily follow the same route and their silent response is "what is this ad trying to say?" But then consumers are morons, aren't they - they can't fathom such creative expressions of brand imagery. Sigh.

I'm simply telling people the truth.

He wrote this ad with a line that read: We have 1200 rotten mackintoshes. Of course, the cheap, rotten'toshes sold out. If all clients and their agencies spoke the truth, the industry wouldn't need an Advertising Standards Complaints Board. In most cases, the truth is a bore. It needs embellishment, a bit of licence, a bit of the unexpected. Unless, of course, it is stranger than fiction.

No argument in the world can ever compare with one dramatic demonstration.

Take this story from JWT Melbourne, sometime in the mid-80s. At a presentation to the Electrolux client (if memory serves me right), the account director smashed a light bulb under his foot on the carpet.

He then vacuumed the carpet area with the Electrolux, slipped off his shoes and socks, and stomped barefoot all over the vacuumed area.

No script, no heavy rationalisation. A logo was added and the client had a winning commercial.

Hopkins believed that advertising existed to sell something - every client's dream. In Sergio Zyman's books on the end of marketing and advertising, the phrase he drills into the reader's mind is: Sell more of the stuff.

Hopkins sold stuff. Today, he'd never get a job in a regular agency, although a direct mail outfit might be more considerate.

But then, one would have to at least match his 1907 salary, when Albert Lasker of Lord & Thomas hired him. In today's terms, that would be about US$3.5 million a year ($4.8 million).

* Denis Joseph, now based in Auckland, has worked in executive creator/director roles for major agencies overseas

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions. Contact marketing writer Karen Chan at the e-mail link below.