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Scientific Advertising Paperback – September 19, 2010
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About the Author
Claude C. Hopkins (1866-1932) was one of the great advertising pioneers, he believed advertising existed only to sell something and should be measurable and justify the results that it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce reason-why copy. He believed that a good product was often its own best salesperson and as such he was a great believer in sampling. To track the results of his advertising he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932.
Top customer reviews
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If you want knowledge and ways to get better at copywriting then this book is a MUST.
This book is jam-packed with advertising advice and principles that have withstood the test of time (along with some that haven’t).
The best part is, Claude doesn't just tell you what he thinks is true—he tells you what he knows is true based on his experience and research.
If you don't already have a copy, I recommend you pick one up today.