Last week on PRL, we discussed Hopkins’ career in medical advertising. After seeing all the cash being made by his own advertising efforts, Hopkins gets interested in his own profits.
Chapter Eight, Hopkins is recruited to work at Liquozone, a failing company selling another medical tonic.
Against the opposition of his friends, Hopkins takes the job. He is to be paid no starting salary. He reasons that if most people fail to meet their goals, why would they have good advice? Tweet This
Hopkins creates a new scheme for Liquozone, where six bottles are available for $5, guaranteed to work. Again, he has a druggist sign the paperwork for the guarantee, lending authority to the tonic.
“I had a proposition which no reasonable person can refuse.” Hopkins insists that a salesman should remove all attempt of protecting himself in a deal. Make an offer that the buyer should not reasonably refuse, and the sale is easy.
Within one year, Hokpins has enough sales to turn the Liquozone company around with a large profit. The advertising lesson learned is “ask a person to take a chance on you, and you have a fight. Offer to take a chance on him, and the way is easy.” Tweet This