Scientific Advertising
by Claude C. Hopkins
The 1923 pamphlet Ogilvy said nobody should work in advertising without reading seven times: advertising as salesmanship in print, tested by results, with headlines, offers, samples and specifics. Every direct-response rule is here, first.
Read it if…
you want the origin of every copywriting rule in ninety pages.
See the book →
Skip it if…
you want modern examples.
Try instead: My Life in Advertising →
Three things you will actually use
- Advertising is salesmanship, multiplied.
- Specifics sell; generalities do not.
- Test everything.
Do this first
Read it in one sitting; it is short.
Our verdict
Read it seven times.
See the book →
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