Claude Hopkins Prophetic Insights

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In 1918 Claude Hopkins published the book "Scientific Advertising." This book was so revolutionary - and so fundamentally correct - that I can say the following with a straight face:

Every person who is successfully selling online in 2007 is following Claude Hopkins' advice from 89 years ago, whether they know it or not.

In fact Bryan Todd and I consider Scientific Advertising such a landmark text that in our own book "The Ultimate Guide to Google AdWords" (now at your local bookstore), each chapter has a segment called 'Advice from Uncle Claude' where his sage advice applies to today.

At the end of Scientific Advertising, he makes a statement that for decades appeared to be tragically, almost dangerously wrong:

"Most national advertising is done without testing. It is merely presumed to pay. Such methods, still so prevalent, are not very far from their end. The advertising men who practice them see the writing on the wall. The time is fast coming when men who spend money are going to know what they get. Good business and efficiency will be applied to advertising. Men and methods will be measured by the known returns, and only competent men can survive.

Only one hour ago an old advertising man said to me, "The day for our type is done. Bunk has lost its power. Sophistry is being displaced by actuality. And I tremble at the trend."

Little did Uncle Claude know that TV would come, and with it, stupid slogans and talking socks and hundreds of billions of dollars of ads that nobody ever bothered to measure. Surely he was rolling in his grave.

But then the Internet came... and Pay Per Click, an auction where bids in every niche would be different... and 89 years later Uncle Claude turned out to be exactly right.

In 2007, the nonsense is being pounded out of advertising at breakneck speed.

This is bad, bad news for the bunk and sophistry guys. And media queen ad reps who persuade with mini-skirts and succulent cleavage. But it's good news for you and me. And the thing that Hopkins couldn't have forseen was how entire niches and new markets are now created almost overnight, just by understanding your customers and responding to their needs.

At the beginning, this whole PPC game looks really easy. ("Loookeee here, honnnnny, we're gonna get riiiiiiiccchh with thiiiiiiis!") Then you do it for awhile... and fork over your tuition at the School Of Hard Knocks.

Fun, fun, fun.

Those who persist, though, begin to break through. With competent mentoring, it takes about six weeks to 'get it.' You begin to see through the haze... Oh, it's about the conversation inside the customer's head. It's about matching your offering, your message, your story to their desire, then following through and delivering satisfaction.

Once you get it to work, it's addictive. You can't get enough.

Perry Marshall, perrymarshall.com

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Kids Entertainment Salon Franchise Taps Growing Children's Sector in $5 Billion Hair Service Retail Industry

http://eat-healthy-every-day.blogspot.com/
NATICK, Mass.--(BUSINESS WIRE)--Haircutting has gone the way of pediatric dentistry, children's clothing retailers and indoor fitness centers - to the kids - and the money has followed.

Gone are the days when parents have to shell out adult-prices for little Johnny's first trim at grandpa's barber. Offering a no tears and a great fun alternative, privately-held Snip-its (www.snipits.com) is leading a newly recognized and lucrative sector of the hair care market with a children's focused franchise concept that just marked its 52nd store opening in Cortlandt, New York. Its 67 percent growth in 2006 has set the pace for 2007: already 20 new franchise commitments in 13 states are in place across the US and more are expected. Even movie studios, such as the Weinstein Company, have found Snip-its a powerful partner for coifing the youth market. The companies recently partnered on a cross promotion to push the Weinstein's film, Arthur and the Invisibles. Movie sets are actually familiar territory to Founder Joanna Meiseles - her father was famed producer Robert F. Blumofe, credited with Yours, Mine and Ours and she's also the granddaughter of comic legend Jack Benny.

"For parents and children, visiting a Snip-its is unlike any other salon experience," said Meiseles, Snip-its president and mother of four, who founded the company in 1995. "It's a welcoming, uniquely sunny destination for kids who look forward to coming back because it's like being inside a Saturday morning cartoon."

Meiseles attributes the salon's distinctive concept to its endless entertaining fun with propietary wholesome singing characters, bright primary colors, plus animated gadgets and computer games. The salons are designed for children and geared for happy results.

"Children leave smiling with a picture-ready haircut," said Meiseles. "Our services don't stop at a trim either. Snip-its makes grooming enjoyable with fun mini spa treatments, birthday celebrations and even 'Glamour parties' where children receive a full celebrity-style pampering, from hair-dos and make-up to dress-up and fingernail polishing."

Snip-its Listed as Top Franchise Opportunity

Snip-its' franchise growth strategy has hinged on the swell of parents nationwide for whom discretionary income is strong enough to secure the best experiences for their children. It also reflects the increasing impact of entrepreneurial moms who are creating successful business ventures that fit with their lifestyles and personal experiences. With a low cost, convenient service and an initial investment of approximately $210,000 that generates high returns, Snip-its' success has spawned would-be competitors.

"In developing Snip-its, I took all of my personal worst customer experiences with my kids and created solutions to prevent them," said Meiseles. "I wanted a place where kids could feel happy and comfortable, where strollers and baby gear weren't a problem and stylists really understood the trepidation of the youngest of clients. My father loved Snip-its and told me just like a Hollywood producer, I can make anything happen. Snip-its has become my Academy Award winning production."

Meiseles Offers These Lessons to Entrepreneurs

1. Brand Your Product. Brand loyalty starts at a young age and the larger-than-life Snip-its cartoon characters are the equity. Meiseles' Snips and his hair care friends (Curly Comb, Flyer Joe Dryer and the Clip-ette Sisters) help associate the brand with grooming. The characters appear in the salon interior, in videos and games, on products and in the waiting area. Soon Snip-its will launch its own book club.

2. Understand Your Customer Needs. Children feel more comfortable with their parents beside them. At Snip-its, each styling station has a cushy parent's chair next to the child to ease all involved in the cut from the little customers to the stylists.

3. Provide Incentives So Customers Return. At the conclusion of each haircut, children receive a prize from the "Magic Box" in exchange for a lock of hair and loyalty card customers are awarded a 9th haircut for free.

4. Apply Customer Service Principles. Customer's brand perceptions are shaped by every interaction with a company from the front desk to the website. As Meiseles knows first hand, "Customers return if treated right." Snip-its fine tunes processes that don't work and trains its franchisees to reflect its founding principles: quality haircuts, positive interactions and sanitation.

5. Bring the Experience Home. Snip-its offers a line of self branded all-natural, tear-free shampoos, body washes, styling products and brushes that kids can call their very own. The cleverly packaged product line outsells early forecasts at more than 1,000 bottles per week, sold at salons and online.

6. You Can't Be All Things To All People. Stick to your core product and focus on one or two items that your company does very well. Don't compromise your quality or the brand. For example, Snip-its only cuts children's hair, not adults.

7. Become an Expert. With blogging in vogue, Meiseles recently launched a blog to share her challenges and rewards of being a working mom and an entrepreneur. The Great Working Mom Adventure can be found at: http://greatworkingmomadventure.blogspot.com.

"Our best customers are kids and parents who love the Snip-its experience and share information with friends" said Meiseles. "Originally, I just wanted to solve a tedious customer service problem of salons not catering to children. Now, my goal is to build the brand and make visits to Snip-its one of the most positive experiences in a child's life."

The Snip-its Corporation is based in Natick, Massachusetts and is the fastest growing franchise of children's hair salons in the United States. The salons are designed to untangle the hair-care challenges of children and their parents. Founded by Joanna Meiseles after a heartbreaking salon experience with her then young son, she discovered a business opportunity for salons to cater to children and offer a unique entertaining experience. Today, the company has salons in more than 21 states and provides cuts for nearly one million children annually. For more information, visit www.snipits.com or call 877-SNIP-ITS.

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