My Life in Advertising
by Claude C. Hopkins
Hopkins's autobiography: Pepsodent, Schlitz, Palmolive, the 'reason why' and 'preemptive claim' campaigns, and a career of testing. Usually bound with Scientific Advertising; a fuller, more human account of the same mind.
Read it if…
you want the stories behind the rules.
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Skip it if…
you want only the rules.
Try instead: Breakthrough Advertising →
Three things you will actually use
- Tell them something nobody else is saying, even if everyone does it.
- Build a habit; sell to it.
- Humility before the test.
Do this first
Read the Schlitz and Pepsodent chapters.
Our verdict
The stories behind the rules.
See the book →
Compare with other Entrepreneurship books
Breakthrough Advertising
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The copywriter's scripture.
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