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Digg it UP - 3 Important Marketing Lessons from Advertising Legend, Claude Hopkins
Regardless of what industry pundits say, opening a medical practice can be both very rewarding and very lucrative. Of course, as with any business, medical offices have their own specific financial challenges. One of the biggest challenges for medical practices of all sizes is adjusting to the long payment cycles of private insurance providers and Medicare/Medicaid. It is not uncommon for bills to insurance companies to take up to 120 days to pay. This slow payment cycle wreaks havoc in the office’s cash flow, forcing the medical office to carry the costs of doing business –
There was no comparison in those two appeals. It was not long before this woman's long-established next-door rival had to quit.
The backers of this business sold house furnishings on installments. Sending out catalogs promiscuously did not pay. Offering long-time credit often seems like a reflection.
But when a married woman bought garments from Mrs. ---, and paid as agreed, they wrote to her something like this: "Mrs. ---, whom we know, tells us that you are one of her good customers. She has dealt with you, she says, and you do just as you agree. So we have opened with you a credit account on our
Medical billing of DMEPOS claims is difficult enough under the best circumstances. With all the different items that can be billed and the various requirements for each of them, difficult becomes an exercise in near futility. In this installment, we continue our review with one of the most massive CMNs in electronic transmission of claims. We'll cover the GU0 record continuing with field number 26. This is where things get so complicated the each field becomes more and more difficult just to explain.GU0 field 26, position 112, is Reply ALN L01 N01. This is the fi
Here are three lessons, in Claude's own words. Please note that due to the era that it was written in, the language may be a little dated and that he uses the word "man" instead of "people".
1. An advertiser suffered much from substitution. He said, "Look out for substitutes," "Be sure you get this brand," etc. with no effect. Those were selfish appeals.
Then he said, "Try our rivals' too" - said it in his headlines. He invited comparisons and showed that he did not fear them. That corrected the situation. Buyers were careful to get the brand so conspicuously superior that its maker could court a trial of the rest.
2. Two advertisers offered food products nearly identical. Both offered a full-size package as an introduction. But one gave his package free. The other bought the package. A coupon was good at any store for a package, for which the maker paid retail price.
The first advertiser failed and the second succeeded. The first even lost a large part of the trade he had. He cheapened his product by giving a 15-cent package away. It is hard to pay for an article which has once been free. It is like paying railroad fare after traveling on a pass.
The other gained added respect for his article by paying retail price to let the user try it. An article good enough for the maker to buy is good enough for the user to buy. It is vastly different to pay 15 cents to let you try an article than to simply say "It's free."
So with sampling. Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story, and she is in a very different position. She knows your claims. She is interested in them, else she would not act. And she expects to find the qualities you told.
There is a great deal in mental impression. Submit five articles exactly alike and five people may each choose one of them. But point out in one some qualities to notice and everyone will find then. The five people then will all choose the same article.
3. If people can be made sick or well by mental impressions, they can be made to favor a certain brand in that way. And that, on same lines, is the only way to win them.
Two concerns, side by side, sold women's clothing on installments. The appeal, of course, was to poor girls who desired to dress better. One treated them like poor girls and made the bare business offer.
The other put a woman in charge - a motherly, dignified, capable woman. They did business in her name. They used her picture. She signed all ads and letters. She wrote to these girls like a friend. She knew herself what it meant to a girl not to be able to dress her best. She had long sought a chance to supply women good clothes and give them all season to pay. Now she was able to do so, with the aid of the men behind her.
There was no comparison in those two appeals. It was not long before this woman's long-established next-door rival had to quit.
The backers of this business sold house furnishings on installments. Sending out catalogs promiscuously did not pay. Offering long-time credit often seems like a reflection.
But when a married woman bought garments from Mrs. ---, and paid as agreed, they wrote to her something like this: "Mrs. ---, whom we know, tells us that you are one of her good customers. She has dealt with you, she says, and you do just as you agree. So we have opened with you a credit account on our b
While training and observing groups as a corporate trainer and team builder over the past few years, I am always amazed at how a group of strangers gel and become a team in a matter of hours. Groups on teambuilding retreats can become closer to each other in one day than some people do in years of working with each other in offices. The major reason I attribute the success of these groups to and the way they gel is the use of “fun”.Plato said ”you can learn more about a person in an hour of play than in a year of conversation.” Fun is also a great way to increase e
2. Two advertisers offered food products nearly identical. Both offered a full-size package as an introduction. But one gave his package free. The other bought the package. A coupon was good at any store for a package, for which the maker paid retail price.
The first advertiser failed and the second succeeded. The first even lost a large part of the trade he had. He cheapened his product by giving a 15-cent package away. It is hard to pay for an article which has once been free. It is like paying railroad fare after traveling on a pass.
The other gained added respect for his article by paying retail price to let the user try it. An article good enough for the maker to buy is good enough for the user to buy. It is vastly different to pay 15 cents to let you try an article than to simply say "It's free."
So with sampling. Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story, and she is in a very different position. She knows your claims. She is interested in them, else she would not act. And she expects to find the qualities you told.
There is a great deal in mental impression. Submit five articles exactly alike and five people may each choose one of them. But point out in one some qualities to notice and everyone will find then. The five people then will all choose the same article.
3. If people can be made sick or well by mental impressions, they can be made to favor a certain brand in that way. And that, on same lines, is the only way to win them.
Two concerns, side by side, sold women's clothing on installments. The appeal, of course, was to poor girls who desired to dress better. One treated them like poor girls and made the bare business offer.
The other put a woman in charge - a motherly, dignified, capable woman. They did business in her name. They used her picture. She signed all ads and letters. She wrote to these girls like a friend. She knew herself what it meant to a girl not to be able to dress her best. She had long sought a chance to supply women good clothes and give them all season to pay. Now she was able to do so, with the aid of the men behind her.
There was no comparison in those two appeals. It was not long before this woman's long-established next-door rival had to quit.
The backers of this business sold house furnishings on installments. Sending out catalogs promiscuously did not pay. Offering long-time credit often seems like a reflection.
But when a married woman bought garments from Mrs. ---, and paid as agreed, they wrote to her something like this: "Mrs. ---, whom we know, tells us that you are one of her good customers. She has dealt with you, she says, and you do just as you agree. So we have opened with you a credit account on our
After you’ve completed the inventory of existing files, the next step is to establish user-friendly retention guidelines. Often, offices are glutted with paper and computer files because people using them aren’t given guidelines about what to keep and what to eliminate. Ironically, some organizations do have such guidelines, but they’re not communicated to the people who really need them, or not provided in a user-friendly form. One company I worked with had a guidebook that was nearly a hundred pages long, but poorly organized, and contained information most people didn’t n
So with sampling. Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story, and she is in a very different position. She knows your claims. She is interested in them, else she would not act. And she expects to find the qualities you told.
There is a great deal in mental impression. Submit five articles exactly alike and five people may each choose one of them. But point out in one some qualities to notice and everyone will find then. The five people then will all choose the same article.
3. If people can be made sick or well by mental impressions, they can be made to favor a certain brand in that way. And that, on same lines, is the only way to win them.
Two concerns, side by side, sold women's clothing on installments. The appeal, of course, was to poor girls who desired to dress better. One treated them like poor girls and made the bare business offer.
The other put a woman in charge - a motherly, dignified, capable woman. They did business in her name. They used her picture. She signed all ads and letters. She wrote to these girls like a friend. She knew herself what it meant to a girl not to be able to dress her best. She had long sought a chance to supply women good clothes and give them all season to pay. Now she was able to do so, with the aid of the men behind her.
There was no comparison in those two appeals. It was not long before this woman's long-established next-door rival had to quit.
The backers of this business sold house furnishings on installments. Sending out catalogs promiscuously did not pay. Offering long-time credit often seems like a reflection.
But when a married woman bought garments from Mrs. ---, and paid as agreed, they wrote to her something like this: "Mrs. ---, whom we know, tells us that you are one of her good customers. She has dealt with you, she says, and you do just as you agree. So we have opened with you a credit account on our
The more time people spend online, the more ways they find to make it profitable. Almost any business that is even moderately successful, or wants to be successful, has its own website. Websites allow business owners and professionals to have a space to direct potential customers to for information about their business. Increasing popular is the blogging business. The blogging business allows business owners and professionals to write about their particular field and develop a regular circulation of people who want to learn more from them.
3. If people can be made sick or well by mental impressions, they can be made to favor a certain brand in that way. And that, on same lines, is the only way to win them.
Two concerns, side by side, sold women's clothing on installments. The appeal, of course, was to poor girls who desired to dress better. One treated them like poor girls and made the bare business offer.
The other put a woman in charge - a motherly, dignified, capable woman. They did business in her name. They used her picture. She signed all ads and letters. She wrote to these girls like a friend. She knew herself what it meant to a girl not to be able to dress her best. She had long sought a chance to supply women good clothes and give them all season to pay. Now she was able to do so, with the aid of the men behind her.
There was no comparison in those two appeals. It was not long before this woman's long-established next-door rival had to quit.
The backers of this business sold house furnishings on installments. Sending out catalogs promiscuously did not pay. Offering long-time credit often seems like a reflection.
But when a married woman bought garments from Mrs. ---, and paid as agreed, they wrote to her something like this: "Mrs. ---, whom we know, tells us that you are one of her good customers. She has dealt with you, she says, and you do just as you agree. So we have opened with you a credit account on our
If you're a medical billing company, your main point of operation is doing just that, sending out bills for services rendered to the various patients that you represent. And while this may seem like a simple decision to make, deciding what method of billing you're going to use is sometimes not as easy as some people would think. In this installment, we're going to discuss your various choices and what factors are involved in making your decision.First of all, one thing a company has to understand when it comes to billing is that it's not simply a matter of what meth
There was no comparison in those two appeals. It was not long before this woman's long-established next-door rival had to quit.
The backers of this business sold house furnishings on installments. Sending out catalogs promiscuously did not pay. Offering long-time credit often seems like a reflection.
But when a married woman bought garments from Mrs. ---, and paid as agreed, they wrote to her something like this: "Mrs. ---, whom we know, tells us that you are one of her good customers. She has dealt with you, she says, and you do just as you agree. So we have opened with you a credit account on our books, good any time you wish. When you want anything in furnishings, just order it. Pay nothing in advance. We are very glad to send it without any investigation to a person recommended as you are."
That was flattering. Naturally those people, when they wanted some furniture, would order from that house.
There are endless phases to psychology. Some people know them by instinct. Many of them are taught by experience. But we learn most of them from others. When we see a winning method we note it down for use when occasion offers.
These things are very important. An identical offer made in a different way may bring multiplied returns. Somewhere in the mines of business experience we must find the best method somehow.
This is an excerpt from Scientific Advertising which is FREE when you subscribe to Words that Sell ELetter. Just go to http://www.wordsthatsell.com.au and fill in your details.
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