Chapter 17 of the copywriting classic “Scientific Advertising” by Claude Hopkins deals with the topic of individuality. Why is this important? Here’s what Hopkins had to say…
“Scientific Advertising In The 21st Century” – Part 8 “Tell Your Full Story”
Welcome to the next part in my series “Scientific Advertising In The 21st Century”. In chapter 8 of his classic book, Claude Hopkins deals with what might be described as the “long copy” versus “short copy” issue. His conclusion… “There is no fixed rule on the subject of brevity. One sentence may tell a complete […]