Do you know the legendary advertisement which pushed up the sales from 5th to the top at one go in entire beer companies in the United States in the early 20 century?
The mastermind was outstanding American copywriter named Claude Hopkins.
What he appealed to prospective customers was not about "price", "taste of beer" and "alcohol percentage" .
When he received a offer from Schlitz which placed the 5th sales in the beer industry, he requested them to observe a brewery.
Of those days, every beer companies appealed how pure and tasty the beer was under severe competitive circumstance.
However, he thought the fuzzy word of "pure" used in every companies' advertisements were difficult to leave deep impression to customer and he expected to find some new selling points by observing a manufacturing process.
He was surprised when looking around a brewery because he found out there were quite a few things that he has even never known. He couldn't get those information from paper.
Hapkins was excited to ask these facts to PR manager right after coming back to his office. "Why don't you let customers know these facts?"
And the manager replied "This is quite natural process to make nice beer. Other companies also do the same."
No companies told these facts to the public even though other companies do the same process. Hopkins thought then probably consumers must have been surprised to know these facts of process of how carefully they develop the process to make nice beer.
He suggested the head copy was something like "Beer washed by live fresh steam" .(I couldn't find the quote of this meaning Hopkins' head copy of Schlitz Beer )
The concept was based on "clean beer".
However the headquarters of Schlitz Beer took objection to this copy and said "Every Beer Companies wash bottles by hot steam. We can't count on a large sales to let consumer know this matter."
Contrary to their anticipation, this press advertising produced by Hopkins created a sensation and pulled up the sales to the top results in Beer industry.
This is exactly the "story" which is fresh information for consumers to know for the first time although people in the industry take it for granted that bottle should be washed by high temperature steam.
The consumers who knew the process of manufacturing beer and trust the quality of beer were big fan of Schlitz Beer
Hopkins learned the following principle from this big success
"When you appeal the fact to consumers ahead of the other companies, which nobody never know among the profession and nobody told because they feel it too common to tell, you have great possibilities to bring good results of the products you produce permanently and exclusively."
The mastermind was outstanding American copywriter named Claude Hopkins.
What he appealed to prospective customers was not about "price", "taste of beer" and "alcohol percentage" .
When he received a offer from Schlitz which placed the 5th sales in the beer industry, he requested them to observe a brewery.
Of those days, every beer companies appealed how pure and tasty the beer was under severe competitive circumstance.
However, he thought the fuzzy word of "pure" used in every companies' advertisements were difficult to leave deep impression to customer and he expected to find some new selling points by observing a manufacturing process.
He was surprised when looking around a brewery because he found out there were quite a few things that he has even never known. He couldn't get those information from paper.
- Cleaning bottles with high temperature steam before bottling up.
- Cleaning pomp and pipe 2 times a day to keep from impurities.
- Drawing natural water from a deep well
Hapkins was excited to ask these facts to PR manager right after coming back to his office. "Why don't you let customers know these facts?"
And the manager replied "This is quite natural process to make nice beer. Other companies also do the same."
No companies told these facts to the public even though other companies do the same process. Hopkins thought then probably consumers must have been surprised to know these facts of process of how carefully they develop the process to make nice beer.
He suggested the head copy was something like "Beer washed by live fresh steam" .(I couldn't find the quote of this meaning Hopkins' head copy of Schlitz Beer )
The concept was based on "clean beer".
However the headquarters of Schlitz Beer took objection to this copy and said "Every Beer Companies wash bottles by hot steam. We can't count on a large sales to let consumer know this matter."
Contrary to their anticipation, this press advertising produced by Hopkins created a sensation and pulled up the sales to the top results in Beer industry.
This is exactly the "story" which is fresh information for consumers to know for the first time although people in the industry take it for granted that bottle should be washed by high temperature steam.
The consumers who knew the process of manufacturing beer and trust the quality of beer were big fan of Schlitz Beer
Hopkins learned the following principle from this big success
"When you appeal the fact to consumers ahead of the other companies, which nobody never know among the profession and nobody told because they feel it too common to tell, you have great possibilities to bring good results of the products you produce permanently and exclusively."