Big Data - small data - your data. Today is the birthday of the godfather of the scientific marketing method.

He was a legend.  He redefined an industry. He turned an art form into a scientific endeavor. He is the godfather of the scientific marketing method. 91 years ago, he wrote Scientific Advertising.

His name was Claude C. Hopkins. Today would have been his 148th birthday. (He liked exact numbers.)

To those who have dedicated their careers to “data-driven marketing”, “direct marketing”, or “scientific marketing”, as I have, we owe him, Claude Hopkins, a debt of gratitude.

I thereby declare today, April 24^th, “Happy Hopkins Day.”

Today, just like our godfather did, let’s share what we’ve learned from him or from other legends (John Caples, David Ogilvy, Lester Wunderman, Bob Stone, Seth Godin etc) or from our own scientific marketing rigors. We have learnt a lot at Justaxi - Manchester's best priced taxi app - with the wealth of data information we get from our mobile app but also the marketing data we get some platforms like Twitter and Facebook.

Claude Hopkins to this extent said some great stuff and below are some cracking examples from his works.

Some people would like to start the Happy Hopkins Day festivities today. BUT here at Justaxi we are starting them tomorrow with some BIG style investigation into our app with analytic provider KissMetrics.

 Here are some of Claude Hopkins ideas/quotes that live on:

“The time has come when advertising has in some hands reached the status of a science.”

“Advertising, once a gamble, has become, under able direction, one of the safest of business ventures.”

“The compass of accurate knowledge directs the shortest safest, cheapest course to any destination.”

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

“Treat it (advertising) as a salesman. Force it to justify itself. Compare it with other salesman. Figure cost and result. Accept no excuses.”

“I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that.”

“My words will be simple, my sentences short”

“We must get down to individuals. We must treat people in advertising as we treat them in person.”

“Until one feels sure that the advantages are strongly on his side, it is folly to risk a battle.”

“The lack of fundamentals has been the main trouble with advertising in the past. Each worker was a law to himself.”

“I set down these findings solely for the purpose of aiding others to start far up the heights I scaled.

“My only claim is that I probably worked twice as long as anybody else.”

“The man who does two or three times the work of another learns two or three times as much.”

“If a thing is useful they call it work, if useless they call it play … all the difference I see lies in attitude of mind.”

“I came to love work as other men love golf.”

“What others call work I call play, and vice versa.”

“I consider business as a game and I play it as a game. That’s why I have been, and still am, so devoted to it."


So thanks for the above - follow @KimmelsCorner who wrote it on Twitter and share your insights today or tomorrow as we will at Justaxi...