Welcome back to part 4 of the interview between top copywriters Clayton Makepeace and Gary Bencivenga. There’s a lot in this section and Gary’s comments about the nature of selling and how it has changed over the years will repay your close attention. Also, notice Gary’s comments about books like “Think And Grow Rich”. Let’s […]
“Scientific Advertising In The 21st Century” – Part 2
Welcome to Part 2 of this series “Scientific Advertising In The 21st Century”. Hopkins begins the second chapter (“Just Salesmanship”) as follows… “To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Success and failures in both lines […]