Final answer:
Claude Hopkins' method, known as preemptive advertising, involves claiming a common product feature in a unique way to 'own' it in the consumer's mind, thereby establishing a well-respected brand name associated with that feature.
Step-by-step explanation:
Claude Hopkins believed that by being the first to claim a product feature, even if it was common to the industry, one could create a unique association with that feature and their brand. This technique is known as preemptive advertising. Essentially, it's the practice of claiming a selling point so emphatically that the brand becomes synonymous with that quality or feature, thereby 'owning' it in the minds of consumers.
For example, take an industry where economies of scale are very small compared to the size of the market demand; if a company claims a common feature in a unique way, they could stand out despite the extensive competition. This concept differs from the bandwagon fallacy, which advertisers use to convey the impression that 'everyone' is purchasing a product, thus inching consumers toward making the same purchase. Hopkins' approach looked for a unique edge, such as a well-respected brand name, rather than solely relying on the desire to join the masses.
The tendency described by Hopkins aligns closely with creating a well-respected brand name that carries a certain distinction due to the exclusive claim of a common feature. It contrastingly steers away from the idea of a patented invention, which would not necessarily be common to the industry, or a reputation for slashing prices, which does not involve unique claims about product features.