About Scientific Advertising by Claude Hopkins
Whether you are considering a career in advertising or trying to find the best way to market your product, start with Hopkins and then move onto the rest.
A classic in the world of advertising books, Claude C. Hopkins explains the process to get (and measure) results from your advertising.
Proven advertising methods backed up with evidence
Hopkins wrote 'Scientific Advertising' in 1923, but his insight into consumer behaviour still holds. The aim was to explain the rules of advertising and what makes consumers buy, so that advertising returns would become a certainty and not guesswork. Use his techniques to write adverts which sell with certainty.
Learn the purpose of advertising and how to use it effectively
Hopkins clearly shows how to write copy, provides methods for testing it and shows how evidence based advertising gets results in a measurable and cost effective way.
A must read if you are in business, sales or advertising. Hopkins shows what makes us buy and how to market successfully.
Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.-David Ogilvy
This edition also includes examples of adverts produced by Claude Hopkins through his career.
Build advertising strategies that work
Within this book Hopkins shows a variety of tested techniques which he had used through his successful career in advertising, including:
How advertising laws are established - What the professionals in advertising already know and how we can use this knowledge to develop better ads.
Just salesmanship - What is advertising and how is it best used?
Offer service - The best ways to offer service to increase sales.
Mail order advertising - What it teaches us and how we can apply it to our own adverts.
Headlines - A lot of headlines get a poor response in email marketing, websites and adverts. Learn how to increase your response rate.
Psychology - Use Hopkins experience to direct people to buy and use your product.
Being specific - Are you being specific enough in your advertising? Hopkins shows that by using specific facts you can increase sales and out perform your competitors.
Tell your full story - How telling your story is important and why some advertisers make the mistake of missing out on this.
Art in advertising - Should we use bespoke artwork or tried and tested visuals?
Things too costly - What strategies are too costly to attempt in advertising.
Information - How to give the consumer the best information to help them buy.
Strategy - Rules for directing a campaign.
Use of samples - How getting samples into peoples hands can increase sales.
Getting distribution - Hopkins lays out how to get national distribution by starting small.
Test campaigns - How to test different campaigns on the same audience.
Leaning on dealers - Ways to get dealers to help your campaign
Individuality - Set yourself apart from competitors
