Scientific Advertising by Claude Hopkins (1923) with Jay Abraham
ABOUT THE BOOK:
Whether you are considering a career in advertising or trying to find the best way to market your product, start with Claude Hopkins (1866-1932) and then move on to the rest.
In this interview, legendary marketer Jay Abraham talks about how Scientific Advertising changed the course of his career and life.
In Scientific Advertising, Hopkins explains the process of getting (and measuring) results from your advertising.
Claude Hopkins wrote Scientific Advertising in 1923, but his insight into consumer behavior still holds. The aim was to explain the rules of advertising and what makes consumers buy so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write ads that sell with certainty.
Hopkins clearly shows how to write copy, provides methods for testing it, and shows how evidence-based advertising gets results in a measurable and cost-effective way.
It is a must-read if you are in business, sales, or advertising. Hopkins shows what makes us buy and how you can make it happen.
"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." ~David Ogilvy
In 21 short chapters, Hopkins reveals a variety of tested techniques that he used throughout his successful career in advertising:
Excerpts from the book
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that.
I set down these findings solely for the purpose of aiding others to start far up the heights I scaled.
ABOUT JAY ABRAHAM:
As Founder and CEO of The Abraham Group, Inc. (Los Angeles, California), Jay has spent his entire career solving complex problems and fixing underperforming businesses.
He has significantly increased the bottom lines of over 10,000 clients in more than 1,000 industries.
Jay's books include Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition and The Sticking Point Solution: 9 Ways to Move Your Business from Stagnation to Stunning Growth which was featured on episode 299 of The Marketing Book Podcast in 2020.
Jay's most recent book is Business Wealth Without Risk: How to Create a Lifetime of Income & Wealth Every 3 to 5 years, co-authored with Roland Frasier.
And, interesting fact: Jay has the same birthday as Elvis Presley!
Click here for this episode's website page with the links mentioned during the interview...