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Scientific Advertising

‘Scientific Advertising’ by Claude Hopkins

December 28, 2008 by Chris Mole

Claude Hopkins‘Scientific Advertising’ by Claude C. Hopkins is a timeless classic. Although it was written many years ago, its powerful principles are still just as relevant today.

If you are involved in any kind of advertising or marketing, you need to read this book. Keep reading »

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Chapter 2 – Just Salesmanship

December 27, 2008 by Chris Mole

Claude HopkinsTo 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. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman’s standards. Keep reading »

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Chapter 3 – Offer Service

December 26, 2008 by Chris Mole

Claude HopkinsRemember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in effect, “Buy my brand. Keep reading »

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Chaper 4 – Mail Order Advertising

December 25, 2008 by Chris Mole

Claude HopkinsThe severest test of an advertising man is in selling goods by mail. But that is a school from which he must graduate before he can hope for success. There cost and result are immediately apparent. False theories melt away like snowflakes in the sun. Keep reading »

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Chapter 5 – Headlines

December 24, 2008 by Chris Mole

Claude HopkinsThe difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He cannot be ignored. The advertisement can be ignored. But the salesman wastes much of his time on prospects whom he can never hope to interest. Keep reading »

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