{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"522f0795-2372-4d31-8b2a-aee96946e042","title":"14410512","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787508681948","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"522f0795-2372-4d31-8b2a-aee96946e042","id":"522f0795-2372-4d31-8b2a-aee96946e042","uuid":"522f0795-2372-4d31-8b2a-aee96946e042","title":"14410512","normalized_title":"14410512","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787508681948","isbns":["9787508681948"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":466,"navigation_url":"https://workshop.closeclaw.top/ai/book/522f0795-2372-4d31-8b2a-aee96946e042","title_url":"https://workshop.closeclaw.top/ai/title/14410512","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/522f0795-2372-4d31-8b2a-aee96946e042/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/522f0795-2372-4d31-8b2a-aee96946e042/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/522f0795-2372-4d31-8b2a-aee96946e042","page_url":"https://workshop.closeclaw.top/api/ai/books/522f0795-2372-4d31-8b2a-aee96946e042/page","search_url":"https://workshop.closeclaw.top/api/ai/books/522f0795-2372-4d31-8b2a-aee96946e042/search"},"page":{"printed_page":30,"pdf_page":49,"physical_index":49,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"a36428b420ee55375506360610fcc4a0ac61eb70388bd05a52ec8cd555aaee5d"},"chapter":"第2章策划专利药物广告的高手","content":"即使霍普金斯心中曾经感到疑虑，他也从未将这种感受表达出来。“我曾经有一项提议，任何有理性的人都不会拒绝。因此大多数人都具有理性，我知道大多数有需要的人都会接受这项提议。因此我的提议无懈可击。”但是“舒普医生恢复药”却没能留住霍普金斯。随着他身为方案师的名气越来越大，霍普金斯被一位财力雄厚的推广商道格拉斯·史密斯（DouglasSmith）招募到了芝加哥。史密斯购买了一种加拿大抗菌剂的专利(Powley'sLiquidOzone,鲍维里臭氧液)，将其改名为“利库宗”(Liquozone)。史密斯与霍普金斯约定，只要他能在利库宗这种产品上以更大的规模再现“舒普医生恢复药”的成功，就会分给他一定比例的利润。\n\n霍普金斯再次借助邮件让宣传册涌入了美国各地。鉴于利润率如此之高（利库宗的制造成本几乎为零）以及邮寄宣传册的规模如此之大，他根本不需要去说服许多人去相信自己的产品能减轻一系列病痛，包治小疾(例如头皮屑）和大病(包括疟疾、炭疽、白喉和癌症)。霍普金斯的另外一个天才之举是最先推出了免费样品。“像数百万用户一样，别再质疑，试一试利库宗。”13一般来说，选择试用的消费者在发现产品根本毫无效果之前会花91美分。14\n\n到20世纪初，霍普金斯也感觉到人们开始对专利药物产生越来越强的抵触与反感情绪，因为这些药物除了可以具有一定的麻醉作用和安慰剂效果以外，一般根本无法实现所承诺的疗效。虽然生意依旧蒸蒸日上，但是越来越多上当受骗的消费者开始怀疑这种产品。然而，霍普金斯的天才之处在于，他开始像一股激流一样顺应越演越烈的抵触情绪：用与蛇油广告截然相反的方式来宣传自己的产品。利库宗是名副其实的产品。他在直邮广告中写道：\n\n30\n\n注意力经济","previous_page":29,"next_page":31}