Scientific Advertising by Claude Hopkins
Book Review 4 Stars
Can a book first published eighty years ago teach you anything about advertising in the Internet age?
It can if the book is "Scientific Advertising" by Claude Hopkins.
I have heard Jay Abraham say that he must have read "Scientific Advertising" over sixty times and that he gets something new from the book every time that he reads it.
It was Claude Hopkins who came up with the idea that advertising is just "salesmanship in print."
Tha man is the foundation stone for direct marketing and pioneered ways of testing the different elements of copy against each other until the best, most successful version was found and could be rolled out as the main promotional campaign. This is the essence of scientific advertising.
His advertising laws are established in what has been proven to work and if you look at current copywriting guidelines, these rules are still in existence.
Having read and heard a lot of Jay Abraham material, I found it fascinating to read "Scientific Advertising" and see how Jay Abraham has taken Claude Hopkins' ideas and repeated some while twisting and re-shaping others.
The early chapters of Scientific Advertising are easy to read but I did find that the book became increasingly heavy going.
I never did work out whether it was something about the style, the old fashioned language or whether some of the later chapters were less relevant to me.
However the book is a marketing classic and a book that anyone who is serious about developing their marketing or copywriting knowledge has to read at least once.
Book Rating - 4 Stars
I rate Scientific Advertising at 4 Stars - a valuable book that is important to read but not essential for the general small business owner.
At this stage I would normally be sending you off to an Amazon link to have a look at the book but I can do better than that.
Because the book was first published in 1923, it is in the public domain so you can download a free PDF of "Scientific Advertising".
I regard Scientific Advertising as a must read book for marketing, advertising and copywriting specialists.
For small business owners this book is likely to miss the mark unless you are particularly keen to improve your own marketing.
Better Marketing Books For Small Business Owners
My two main recommendations for marketing books are:
I regard both books as essential as marketing is at the very core of business management.
Have You Read "Scientific Advertising" by Claude Hopkins?
Scientific Advertising is regarded as one of the classic books that direct marketing professionals must read and is frequently recommended by the big name copywriters.
Have you read Scientific Advertising and if so, what did you think about it?
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