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 […]
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“Scientific Advertising In The 21st Century” – Part 5 “Headlines”
Welcome to Part 5 of this series “Scientific Advertising In The 21st Century” taking a look at lessons for copywriters and marketers from the classic book by Claude Hopkins. In this chapter, Hopkins talks about headlines. Now, there will be few copywriters who are unaware of the importance of headlines. But in this chapter, you […]