广告大师 克劳德霍普金斯的舒立兹啤酒文案Claude Hopkins Schlitz Beer Ad

Claude Hopkins Schlitz Beer Ad

Claude Hopkins helped take Schlitz beer from number five in the U、S、market to neck and neck with number one in just a few months、

仅仅几个月的时间,克劳德·霍普金斯就帮助舒立兹啤酒从美国市场的第五名上升到与第一名并驾齐驱的位置。

How did he do it、她就是如何做到的呢？

All the beer companies were talking about how "pure" their beer was、

所有的啤酒公司都在宣称自己的啤酒有多“纯”

But Hopkins was the first to explain in detail exactly what pains Schlitz beer went to to ensure

purity in their beer、但就是霍普金斯就

是详细解释究竟就是何种因素使得舒

立兹啤酒苦心孤诣地确保纯度的第一

人

Perfection of 50 Years

Back of each glass of Schlitz Beer

there is an experience of fifty

years、

In 1848, in a hut,Joseph Schlitz

began brewing、Not beer like

Schlitz beer of today,but it was

honest、It was the best beer an

American had ever brewed、

This great brewery today has

new methods、 A half century

has taught us perfection、But our

principles are 50 years old;our

aims are unaltered、Schlitz beer

is still brewed,without regard to

expense,according to the best

that we know、

Ask for beer ,and you get the

beer that best suits your dealer、

He may care more for his profit

than your health、

Ask for Schlitz ,and you get the

best beer that the world ever knew、

In the Schlitz Beer ads he told prospects:在舒立兹啤酒文案中,她告诉她的潜在消费者:

"All beer is cooled in plate glass room in filtered air、"“,所有的啤酒都在装有空气过滤系统的电镀玻璃房中冷却”

"Then the beer is filtered、"“接着被提纯”

"Then it is sterilized after being bottled and sealed、"“然后在封装前所有的啤酒都被消毒”

Hopkins was the first to explain in specific detail why Schlitz beer was pure、霍普金斯就是第一个详细解释舒立兹啤酒纯净秘方的人

And once he did that Schiltz was permanently embedded in the market's mind as being especially pure、一旦她那样做了舒立兹在消费者心目中长久树立了“特纯”的地位。

This is what marketing consultant Jay Abraham calls the "strategy of preeminence"、

这就就是市场顾问杰亚布拉罕所称的“杰出策略”。

霍普金斯在她的回忆录《我的广告生涯》(My life in advertising)中写道:“那时候,所有的啤酒酿造者都鼓吹‘纯度’,她们将‘纯’写的很大,并且刊登双页的广告使这个字瞧起来更大。”但当霍普金斯到啤酒工厂实地参观,她在玻璃窗瞧到啤酒流入管子中,工厂里的人向她解释说这些房间由过滤的空气所冷却,因此啤酒可以保持纯度,她瞧到大的过滤池充满了白林纸浆,她们让她瞧如何每天两次清理每一个筒与管子,以避免污染,她也瞧到及其如何将酒瓶清洁四遍,她们带她去瞧为了取得纯水而钻入地下四千英尺的深井。

然后她们带霍普金斯到实验室给她瞧原始的酵母菌,这就是由1200次实验所发展出来的一边能将啤酒酿出最好的风味,她们告诉她所有用来酿制舒立兹啤酒的酵母都就是由原来的细菌所培养出来的。

霍普金斯很惊讶地回到她的办公室,她对她的客户说:“为什么您不告诉人们这些事呢？为什么您不比别人更强调您的啤酒就是纯的？为何您不告诉她们原因呢？”客户说:“我们用来酿造啤酒的过程与别人一样,好啤酒都必须经过这些手续。”霍普金斯回答说:“但其她人从未谈起过这些事,每个到您工厂参观的人都很惊讶。如果把这些写出来,必定会让每个人吓一跳。”

因此她写道:“我把那些玻璃房与影响纯度的每个因素都用文字描述出来,我描写了一个所有好啤酒制造商都有的故事,但这些故事却从没有人提起过,我使纯度更有意义,舒立兹啤酒在短短几个月内有第五位跃升而逼近第一位。”