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 […]
“Scientific Advertising In The 21st Century” – Part 4
Welcome to Part 4 of this series “Scientific Advertising In The 21st Century”. “Mail Order Advertising – What It Teaches” is the fourth chapter in the classic book by copywriter Claude Hopkins. And again it goes to the heart of what Hopkins saw as key to success in advertising. Testing, tracking and measuring so that […]
“Scientific Advertising In The 21st Century” – Part 3 “Offer Service”
Welcome to Part 3 of this series “Scientific Advertising In The 21st Century”. This third chapter in the copywriting classic “Scientific Advertising” by Claude Hopkins is titled “Offer Service”. Now, that title is a little misleading to the modern day reader because what Hopkins is really talking about is offering the prospective customer some sort […]
“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 […]
“Scientific Advertising In The 21st Century” – Part 1
“Nobody should be allowed to have anything to do with advertising until he has read this book (Scientific Advertising) seven times. It changed the course of my life.” – David Ogilvy One of the foundation books in the canon of Direct Response Marketing and Copywriting literature is “Scientific Advertising” by Claude Hopkins (usually found twinned […]
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