Scientific Advertising

Actually, that title is false advertising, at least a little bit.

It’s really a double feature: Claude Hopkins’ Scientific Advertising AND My Life in Advertising, which is Hopkins’ autobiography.

Scientific Advertising is one of the classics that anyone who has marketing responsibilities should have read by now. It’s not like you havent had the time, as it was written in 1923.

Ask anyone in the direct marketing world (the world where they actually TEST for results) and they will all tell you that this is one of the books that they’d grab if their house was on fire. Isn’t that enough?

Here are a few things he invented: coupon sampling, copy research and testing, test marketing.

And David Ogilvy, one of the legends of advertising? All he had to say about this book was this: “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.”

Just because it’s 80+ years old does not mean it should be dismissed to the Old Books’ Home. Marketing in the early 1900s was a lot harder than it is now. No internet. No phone. No tv. No radio. Newspaper and direct mail was about it, so it had to work. The strategies taught in this book are the things that worked back then, and still work now.

Put it on your short list of books to read sooner, rather than later.