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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Christopher Carosa
Chris Carosa has been writing a weekly article and monthly column for BenefitsPRO online and BenefitsPRO Magazine since 2011 and is a nationally recognized award-winning writer, researcher and speaker. He’s written seven books, including From Cradle to Retire: The Child IRA; Hey! What’s My Number? – How to Increase the Odds You Will Retire in Comfort; A Pizza The Action: Everything I Ever Learned About Business I Learned By Working in a Pizza Stand at the Erie County Fair; and the widely acclaimed 401(k) Fiduciary Solutions. Carosa is also Chief Contributing Editor of the authoritative trade journal FiduciaryNews.com and publisher of the Mendon-Honeoye Falls-Lima Sentinel, a weekly community newspaper he founded in 1989. Currently serving as President of the National Society of Newspaper Columnists and with more than 1,000 articles published in various publications, he appears regularly in the national media. A “parallel” entrepreneur, he actively runs a handful of businesses, including a small boutique investment adviser, providing hands-on experience for his writing. A trained astrophysicist, he also holds an MBA and has been designated a Certified Trust and Financial Advisor. Share your thoughts and story ideas with him through Facebook (https://www.facebook.com/christophercarosa/)and Twitter (https://twitter.com/ChrisCarosa).
