Why Did Claude Hopkins Say Not to Deal With People in the Mass?

David Senra, reading Claude Hopkins, says the everlasting argument was against dealing with people in the mass. A woman wrote about a sewing machine and had that on her mind and nothing else. The company had been sending every inquiry a catalog of everything. Hopkins called that a big mistake. He sent a catalog of sewing machines only, with every style and price, then the names of people in her town who had bought one, and he asked her to see the machines and talk with the owners.

Treat every inquirer like a prospect who walked into a store. Treat people in advertising as you treat them in person. The same rule covers a headline, a billboard, or a 30-second podcast ad. Center on the desires of the person standing there. However big the business, get down to the units, because the units are all that make size. Hopkins calls advertising salesmanship in print.