YouTube Advertising Lessons From 'Scientific Advertising' by Claude Hopkins

Born in 1866, Hopkins was a pioneer in performance-based advertising.

His work emphasized the importance of direct results and return on investment, paving the way for today's data-driven marketing approaches.

He worked for major agencies like Lord & Thomas and Swift & Company, crafting campaigns that prioritized selling, testing, and adapting.

His book, ‘Scientific Advertising’, outlines many of the strategies that are still relevant and highly effective in today's marketing landscape.

Let’s explore some of Hopkin’s strategies and illustrate them with some cool ads we found in VidTao:

Advertising Should Be a Direct Conversation

Hopkins believed advertising’s main goal was to sell. Creativity for its own sake, while entertaining, doesn’t necessarily lead to conversions.

According to Hopkins, ads should focus on highlighting the product’s benefits, making a compelling case for why it’s worth buying.

Think of every ad as a direct sales pitch - highlighting why your product or service solves a problem or fulfills a need. Elaborate on the benefits of a product, do not only talk about the features of it.

Take this $2.5 million ad by the brand Tvidler as an example - it’s the ear-cleaning device ad that is offered as the alternative to the traditional, dangerous way of ear cleaning using cotton swabs. The ad explains + shows the way their device works and how it is beneficial for users:

Focus on What’s Really Important to Your Customers

Let’s face it - your customers are primarily interested in how your product or service benefits them. They’re most likely not very concerned with your company’s backstory—they want solutions to their problems.

Hopkins believed that advertising should speak directly to these desires, whether it’s saving money, improving their health, or enhancing their lifestyle.

Ads that focus on customer needs and aspirations are far more likely to convert.

Check this ad by Juniper, a medical weight-loss program:

Their ad goes beyond the usual ‘eat less and move more’ advice. It focuses on metabolic health with personalized treatments to lower your set point, aiming to stop yo-yo dieting. Customers benefit from ongoing support through a UK-based pharmacist, accredited dietitian coaching, and a supportive online community with recipes and motivation.

Good Advertising = Human Psychology Knowledge

Hopkins knew that advertising wasn’t just about presenting a product—it was about understanding the human mind.

Effective advertising appeals to emotions and desires, not just logic.

By studying consumer psychology, you can create ads that resonate on a deeper level, making your product feel like the perfect solution to a personal need.

We dug into VidTao and found this interesting ad for getting ESA (Emotional Support Animal) approval for your pets. Check it out:

This ad addresses common pain points of pet owners and offers a convenient solution. It has a strong emotional appeal - the ad taps into the deep bond between pet owners and their pets, and uses phrases such as ‘four-legged best friend’.

Engage Viewers with Stories

People love stories—they’re relatable and memorable.

Hopkins believed that storytelling could engage readers in ways that straight facts often couldn’t.

Whether it’s a personal success story or a fictional narrative that highlights your product’s value, weaving stories into your ads can create a lasting connection with your audience.

Here’s an example of an ad with an estimated ad spend of over $500k by Training With Jeff:

Jeff uses his personal story to connect with viewers. He shares how he went from being in debt and losing everything to building a $50 million business.

By revealing his struggles and ultimate success, he builds trust and credibility, offering viewers a free book that explains his method.

Visuals as Powerful Sales Tools

While Hopkins was a copywriter at heart, he recognized the power of good visuals.

A well-chosen image or visuals in general can sell a product just as effectively as words. 

Use visuals that evoke the lifestyle or feeling your product promises to deliver. A picture of a happy family using your product, for instance, can immediately convey the benefits of your offer.

Here’s a modern-day example we found:

This ad positions Shady Rays sunglasses as a reliable companion for active lifestyles, highlighting features like lifetime guarantees and durability that alleviate the stress of losing or damaging expensive eyewear. The ad contrasts the carefree enjoyment of outdoor activities with the anxiety associated with pricier brands, encouraging viewers to embrace bold living without the fear of loss.

Who Doesn’t Like Free Stuff?

One of Hopkins' most famous techniques was offering free samples.

This strategy works because it lets the product speak for itself - if customers can experience the value of your product firsthand, they are much more likely to convert.

In today’s digital world, this can be adapted to free trials, demos, or discounted offers that get potential customers in the door.

Let’s take a look at this $1.7 million ad by Booming Bookkeeping Business:

This ad offers a free resource in the form of a '5-day Keyboard Rich Challenge.' It provides an opportunity for viewers to learn how to start a bookkeeping business at no cost.

The challenge includes daily sessions where participants can learn how to use QuickBooks, gain skills, and set up their business, all aimed at helping them achieve an income working part-time. The emphasis on a free program and valuable learning experience aligns with the ad's goal of attracting potential entrepreneurs.

Claude Hopkins' strategies, though created more than a century ago, remain highly effective for today’s advertisers.

Whether you’re running a digital campaign or even crafting a good old print ad, focusing on these timeless principles can transform your advertising into a powerful sales tool.

Apply these techniques, and you may just find yourself writing ads that generate millions!

If you’re interested to read the entire ‘Scientific Advertising’ by Clause Hopkins, find it here: https://www.scientificadvertising.com/ScientificAdvertising.pdf 

And btw… If you have questions about YouTube ads?

Go here to schedule a free chat with our friends at Inceptly. Inceptly is a top Direct Response video ad agency, specializing in high-performing YouTube ad creatives & media buying.

Have a great week!

The VidTao Team

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