Selling Your Product -Targeting Hope Based Appeal
Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He showed many companies how to sell their products. He was famous for building the habit of ‘brushing’ the teeth daily, among millions of people through ‘Pepsodent’ ads.
Charles Pearce, a sales manager, had a toilet soap product made up of Palm and Olive oils. Every expert suggested to him that the product did not have any advertising potential and suggested him to shelve the idea. He approached Hopkins for a solution. Hopkins did a bit of competitive research. Every…