Masters of Marketing Secrets: From the First Great Copywriter
About the Book
“Scientific Advertising” is still regarded as one of the great classics in advertising. This book was originally written in 1923 and is considered by many to be the greatest book on advertising ever written.
Test marketing, copy research, coupon sampling, market research, and many more of the “standard” marketing techniques businesses are currently using can all be traced back to the original version of this book.
Jay Abraham, highly regarded as one of the greatest marketing consultants of the 20th century, says that he has read the original “Scientific Advertising” by Claude Hopkins over 50 times and has learned something new every time he has read from it.
As you read and apply this, realize that the growth of your business can no longer be a “hit-and-miss” operation – where you could be digging just feet or inches away from striking the “mother lode” in your industry, but still be painfully unaware it’s there.
You can turn your business marketing into step-by-step “Scientific” growth of where you will know exactly what works for your business promotion …and what doesn’t work.
The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law.
Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk.
Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. The book is confined to establish fundamentals.
Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.
We hope that this book will throw some new lights on the subject.
- Claude C. Hopkins
Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced.
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.
This book was followed, in 1927, by his autobiographical work "My Life in Advertising."
All the top marketers trace their success to these two very books. They're referenced over and over as the core books that are in every top advertiser's library.
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