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The Al Capone school of legal & ethical branding
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Manage episode 334398823 series 3369775
เนื้อหาจัดทำโดย David Lowenthal เนื้อหาพอดแคสต์ทั้งหมด รวมถึงตอน กราฟิก และคำอธิบายพอดแคสต์ได้รับการอัปโหลดและจัดเตรียมโดย David Lowenthal หรือพันธมิตรแพลตฟอร์มพอดแคสต์โดยตรง หากคุณเชื่อว่ามีบุคคลอื่นใช้งานที่มีลิขสิทธิ์ของคุณโดยไม่ได้รับอนุญาต คุณสามารถปฏิบัติตามขั้นตอนที่อธิบายไว้ที่นี่ https://th.player.fm/legal
If you’ve ever read Scientific Advertising written by the late great Claude Hopkins—the founding father of modern direct response marketing, you probably remember seeing his famous (and famously successful) Schlitz Beer ads.
In those ads, Hopkins shares with the prospect the whole magical world behind beer making—from the grain of the hops all the way to the final product in the bottle. The key thing to know about these ads was that there was little to nothing innovative about the Schlitz beer-making practice.
But what made the ads successful was that Hopkins was the first to take the prospect and reveal what it was like first-hand.
The same can be said of Al Capone, the most infamous gangster in American history, during the alcohol prohibition era in the 1920s and 30s.
Here’s why and how you can use the mega-successful Al Capone principles of legal and ethical branding.
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