“Every time I see a bad advertisement, I say to myself, 'The man who wrote this copy has never read Claude Hopkins.' “If you read this book of his, you will never . "The time has come when advertising has in some hands reached the status of a science. It is based on ﬁxed principles and is reasonably exact. The causes and. Scientific Advertising by Claude Hopkins. Here is one of the most valuable Click Here For The Non-Marked Up Version (PDF) HTML versions. Click Here For.
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Scientific Advertising PDF Summary by Claude C. Hopkins is one of the earliest advertising classics, widely considered the basis of direct. Get a free copy of Claude Hopkins's classic book, Scientific Advertising. Audiobook (zip file containing MP3 for each chapter) and the Ebook (PDF) Click the. ADVERTISING. By CLAUDE C. HOPKINS IX The Start of My Seventeen Years with an Advertising Agency X Automobile XVII Scientific Advertising
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This item has not been rated yet. First published in , this slender text is totally out-of-date and yet perfectly current. A timeless classic recommended by more of today's successful marketers than virtually any other text.
In fact, iconic Ad Man, David Ogilvy once said, "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life. How can I use this format?
Log in to rate this item. You must be logged in to post a review. Please log in. So the immediate bracing effects which people seek from coffee do not come from the caffeine. Removing caffeine does not remove the kick. Such things are not accomplished by haphazard efforts. Not by considering people in the mass and making blind stabs for their favors.
We must consider individuals… We cannot go after thousands of men until we learn how to win one. Don't get distribution by methods too expensive or slow, old-fashioned methods. The loss of time may cost you enormously in sales.
And it may enable energetic rivals to get ahead of you. To some we are glad to listen, others bore us. Some are refreshing, some commonplace.
Some inspire confidence, some caution. To create the right individuality is a supreme accomplishment. Don't point out others' faults.
It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. Then point the way to them, not the way out of the opposite.
Which means samples are of prime importance. Of course, not by themselves alone — they must be part of a complete story, an element of a mental impression, an essential fragment of the atmosphere surrounding them. Give them only to people who exhibit that interest by some effort.
Give them only to people whom you have told your story. First create an atmosphere of respect, a desire, an expectation. When people are in that mood, your sample will usually confirm the qualities you claim. Which means — you need to root your advertising strategy into the very nature of what it means to be a human.
Fortunately, says Hopkins: Human nature is perpetual.
Scientific Advertising by Claude Hopkins FREE Download
In most respects, it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring.
You will never need to unlearn what you learn about them. What does this mean in practice? And those who are distinctive — but in an admirable way. For example, studies have shown that negative advertising is never good: attacking a rival makes you look selfish and unfair.To file a notice of infringement with us, you must provide us with the items specified below. First of all, according to Claude C.
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They are selling goods profitably in a difficult way. If you are an advertiser, consider yourself a salesman as well.
As I mentioned before, this type of strategic marketing is not for wimps — and by diving into this book you are definitely not one of them, but I want to let you know that you are not alone and that a lot of these principles — although head-scratching at first — are pure gold when applied to your business. The time has come when advertising has in some hands reached the status of a science … The causes and effects have been analyzed until they are well understood.