A must-have for every modern marketer. Betty Olson approved.

1. Follow
my brand
behavior
s and win
at the
shelf
1. Avoid boring advertising
2. Always think of your customer’s best interest
3. Educate your customers
4. Tell your entire story
5. Offer service rather than ask for sales
6. Find the right psychological appeal
7. Personalize your company or products
8. Name your product really, really well
9. Give your product a persona
10. Promote benefits rather than features
11. Offer a free trial or sample and make money
off back-end repeat sales
12. Dare your customers to try your competitors
13. Use “Reason Why” advertising
14. Make use of free publicity
15. Develop products customers want
16. Promote positive benefits people want most
17. Establish credibility by providing a real reason
to believe you
18. Appeal to social proof for credibility
19. Offer a risk-free, money back guarantee
20. Test lots of things & measure results
21. Be natural and simple; use the shortest words
possible
22. Run a campaign for as long as it keeps
working
23. Never give up
Follow my brand
behaviors and
win at the shelf.
Clip & Post Me!
Pinup excerpt from Sell Anything Using Scientific
Advertising by Claude Hopkins
Claude Hopkins, the
Godfather of Direct Response
RE-TWEET CLAUDE’S
BRAND CHEAT SHEET