So you want to explore new markets. Maybe vertically, maybe horizontally. Each of these represents "outside the box" thinking in that they direct you away from existing relationships. (Photo: Shutterstock)
Claude Hopkins is a name you should know but don't. As the first and greatest copywriter of all time, he is almost single-handedly responsible for creating the modern advertising industry. The original Mad Man Albert Lasker discovered him through his ground-breaking Schlitz beer ad.
Feel free to look into the details of that famous advertisement, but it was the process Hopkins used that will prove most valuable to you.
When Hopkins toured the Schlitz brewery, company management couldn't wait to show off all the bells and whistles of their new technology. Sound familiar? The ad man, however, was fascinated with the simple mechanical dishwasher. When he asked about it, his hosts scoffed at the question. "Oh, that. Everyone's got one of those."
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