Skip to main content


Welcome to Numetrica's Blog — your hub for expert insights on accounting, bookkeeping, finance, and business strategies.
3 minutes reading time (597 words)

A Scientific Advertiser - Claude Hopkins

“We cannot go after thousands of men until learn to win one.”


Claude C. Hopkins was one of advertising's greatest innovators and pioneers of the 20th century. He worked for various advertisers as a copywriter. In 1907, at the age of 41, he was hired by advertising giant Albert Lasker, owner of Lord & Thomas advertising. 

Claude developed keys to successful advertising campaigns, many of which were outlined in his 1923 book, 'Scientific Advertising'. This book is still highly esteemed in the industry with principles that hold their weight 100 years later. 


Food shot from guns of peace

The Quaker Oats Company struggled to sell their puffed rice and wheat cold cereals. Deemed boring and unsellable, other advertisers advised that they pull the products from their line.

However, Claude tapped into the hidden remarkability of the products he was tasked to sell that would earn customers' attention.

He noted how the grains were shot from a type of gun while being processed, and thus the catch line 'food shot from the gun' was born. Advertising campaigns highlighted this remarkability, as well as the nourishment and convenience of cold cereal vs traditional hot, cooked cereals. 

Food shot from guns of peace


Hope, not fear

All the world loves natural beauty

Hopkins typically avoided using fear-based marketing tactics and instead focused on motivating consumers through hope. An example of this can be found in campaigns conducted for the PalmOlive soap company. Competitors strongly focused on fear-based advertising, insinuating that without their products consumers would struggle with wrinkles, skin problems and poor body odour.

Hopkins did something different; he tapped into the positive emotions surrounding beauty, and how one could achieve it - with PalmOlive soap, of course!

All the world loves natural beauty

Market Research 

5 New Joys Await You

Hopkins was tasked with a challenge - to promote PalmOlive's new shaving cream. Men of the time typically stuck with a shaving product that worked for them and didn't consider any other alternatives. This loyalty would be difficult to break with a product that was not better than competitors and didn't offer anything new.

Hopkins went straight to the source and conducted market research. He observed that men wanted a shaving product with a quick, luxurious lather that lasted. In the following campaigns, he highlighted exactly that; the results men liked, with the exact statistics of the product to support this claim.


5 New Joys Await You


Weak Spots

Let us cook for you

Hopkins realised that certain routine behaviours were difficult to break, unless one was given a compelling reason to change their behaviour. By targeting the behaviour that was least resistant to change, a 'weak point', an advertiser could unravel and change consumer behaviour. 
This is what he did when promoting Van Camps Baked Beans.

He noted that making baked beans at home required hours of concentration and effort, and oftentimes beans would be burnt during the process. The campaigns that followed assured consumers that despite all the time required, they couldn't possibly make the beans better, so 'Why bother to try? Let us cook for you'. 

Let us cook for you

Use of Analytics

Most digital advertisers use analytics to track the behaviour of prospective customers. Hopkins developed his own methods of tracking the results of his advertising campaigns, albeit over 100 years ago.

He used coded coupons and then compared how many were submitted across different variations of an ad -  which had different headlines and offers. Through this in-depth analysis, he continually improved his ad results and the cost-effectiveness of his clients' advertising spend.

These principles still live on today and are customary within the industry. But let's not forget the trailblazing genius that created these concepts!

Stay Informed

When you subscribe to the blog, we will send you an e-mail when there are new updates on the site so you wouldn't miss them.

2023 Ottawa Accounting & Bookkeeping Excellence Aw...
6 Crucial Accounting Tips for Start-Ups (2022 Guid...


No comments made yet. Be the first to submit a comment
Already Registered? Login Here
Friday, 14 June 2024

One-Stop Shop for Accounting
and Bookkeeping in Ottawa

Frequently Asked Questions - FAQs

Does Numetrica offer tax services for small businesses in Ottawa?

Absolutely! Numetrica is your expert small business accountant in Ottawa, dedicated to providing exceptional tax services tailored for the unique needs of small businesses. We are committed to delivering expert tax preparation, accurate filing, and insightful strategic planning. Our tax services are designed to efficiently minimize tax liabilities and enhance deductions, ensuring that your small business not only adheres to the latest tax regulations but also optimizes financial opportunities.

What makes Numetrica different from other accounting firms in Ottawa?

Numetrica stands out as a leader among accounting firms in Ottawa for our personalized approach & comprehensive expertise in accounting & bookkeeping services. We focus on building long-term relationships with our clients, offering customized solutions that evolve with your business.

What accounting services does Numetrica offer in Ottawa?

Numetrica provides a comprehensive range of bookkeeping and accounting services in Ottawa, including financial statement preparation, tax planning, payroll services, and business coaching.

Our Ottawa accounting firm specializes in both personal tax and corporate tax services, providing tailored solutions to meet the specific needs of your business or personal finances. Whether you're a growing business seeking robust corporate tax strategies or an individual in need of personalized tax guidance, Numetrica is equipped to deliver excellence.

How can Numetrica's bookkeeping services benefit my business in Ottawa?

Our bookkeeping services in Ottawa offer meticulous record-keeping and financial analysis, helping you make informed decisions, maintain cash flow, and streamline your financial processes. We use the latest software and practices to ensure your finances are managed efficiently.

How much does bookkeeping cost in Ottawa?

The cost of bookkeeping services in Ottawa can vary widely depending on several factors such as the size of your business, the volume of transactions, the complexity of your financial needs, and the level of expertise required.

Contact us detailed quote based on your specific business needs. Remember, investing in professional bookkeeping can save you time and money in the long run by ensuring accurate financial records and compliance with tax laws.

Numetrica Accounting

Awards / Featured On

CPA - Chartered Professional Accountants


Check what some of our clients are saying about our services.
  • Samantha Biron

    I highly recommend Moe Tabesh. His service is phenomenal, to say the least. His tax knowledge is extensive and he’s been able to save me a substantial amount of money by following his recommendations. In addition, he is warm, kind, understanding, positive, and flexible, which are qualities I find rare in most accountants I’ve worked with. You’re in good hands with Moe, I can’t recommend him enough.

    Samantha Biron

    President and Founder, Find Your Tribe
  • Jeremy Prudhomme

    Moe and everyone at Numetrica have been incredible at helping with my new corporation and corporate and personal tax returns and my other small business. Their accounting skills are out of this world and the technology they use makes everything so simple and fast. The time you will save will be worth every penny. Thanks again Moe for all your help!

    Jeremy Prudhomme

    CEO, Jeeman TV
  • Farshid Dehnavi

    Mr Tabesh (Captain Number Cruncher) and his perfect team are not only professional in their fields, they are extremely passionate about their clients! Numetrica City continues to support us with corporate and personal tax returns, bookkeeping (thank you so much Sherry ) and We are so happy and appreciative for you and your responsible team, Moe!!!
    I really recommend these guys to everybody.

    Farshid Dehnavi

    President and CEO, Ink Plus
  • Keddy Declan

    I did my first Corporate tax return and cloud accounting with Numetrica City and I am very satisfied with the work they did. The team was very responsive and answered all my questions. I 1000% recommend their services.

    Keddy Declan

    CEO , IT Referrals
  • Sibeso Kehinde

    I would highly recommend Numetrica City-Accountants, Tax and Bookkeepers. Exceptional customer service. I am assured that all my company tax services and payroll are taken care of because of the great team that Moe has. I like the fact that I do not have to worry about driving to a physical location for my accounting services, my company's accounting tax preparations are done online due to the excellent cloud service Numetrica City has. Definitely score a10/10. Thank you for all the good work that you guys do. Greatly appreciated!

    Sibeso Kehinde




    We’d love to hear about your goals and aspirations. After understanding the big picture, we’ll dig into the details of your bookkeeping process so we can assess your needs.


    Once we understand your needs, we’ll send over a proposal that outlines our plan for tackling your challenges and a fixed monthly price for those bookkeeping services.


    Once you accept our proposal, we’ll get your bookkeeping tidied and up to date and begin implementing cloud accounting tools that will ensure proper bookkeeping going forward.
    Get Connected

    Get Connected

    Once the set-up is done, the hard part is over. You’ll be connected to your CPA-level bookkeeper and they will become your main point of contact.


    Once the clean up is done, the hard part is over. You’ll get connected to your bookkeeper and he/she will become your main point of contact. Don’t worry, we only select the best CPA or CPA students.

    Your Unfair Advantage

    Stay up-to-date on the latest accounting news, tax updates, and financial tips. Stay ahead of the game and make informed financial decisions with our expert insights and analysis. Sign up now to start receiving our newsletter!

    Join our family


    Carling Dental
    David Pratt
    Vitallab Solutions
    Smiles by Pocock
    Samuel Associates
    Downtown Dental

    Trust in the superhero accountants of Numetrica to keep your numbers in order and for expert advice on growing your business. Numetrica specializes in providing clients with in-depth accounting and bookkeeping services in Canada and the United States as well as financial advice to assist you in making the right decisions for your business.