"Nobody should be allowed to have anything to do with advertising until he has read
this book at least seven times. It changed the course of my life." -
Master Ad Man, David Ogilvy
This classic advertising manual was written in 1923 by Claude C. Hopkins, who is
recognized as one of the founding fathers of modern advertising.
Claude Hopkins developed the foundations for successful direct response marketing:
- Test marketing of ad campaigns.
- Testing headlines for the best response.
- Writing clear, simple ad copy.
- Using coupons to trace results.
- One to one marketing.
"Forget yourself entirely. Have in your mind a typical prospect,
interested enough to read about your product.
Keep that prospect before you. Seek in every word to increase
your good impression. Do not boast."
Claude C. Hopkins.
Table of Contents
Chapter One