Scientific Advertising
Claude C. Hopkins · 1923
5.0 · 7 ratings
About the book
The book Ogilvy said nobody should touch advertising without reading seven times: advertising is salesmanship in print, measured by coupons and keyed ads rather than applause. Hopkins drew the laws from thousands of tested campaigns, and most of them still hold.
Try the short course
Part 1 · Where the rules actually come from. The first six slides, free.
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Picture advertising before this book the way Hopkins pictured it: a sea full of ships, each captain drawing his own map. Every man was "a law unto himself", steering by whim and hoping to reach port.
The trouble was not that these men were stupid. It was that nothing they learned outlived the voyage. "The wrecks were unrecorded, so countless ventures came to grief on the same rocks and shoals." One man's guess was as good as another's, because hardly anyone sailed the same course twice.
That is the disease the whole book sets out to cure. A failure nobody writes down is not a lesson. It is the same wreck, waiting for the next ship.
Inside the course
12 parts- How advertising laws are establishedFree above
- Just salesmanship — the whole definition
- Offer service, not brag
- Mail order advertising: the sternest teacher
Questions
Is Scientific Advertising free to read in Astra Trainer?
Yes. The full book opens free in the app’s reader, in English, German, French, Portuguese, and Russian.
What is the short course?
12 short parts that walk through the book’s key ideas in slides, each with a quick quiz. The first six slides are free to try on this page.
Where do I get the app?
Astra Trainer is free on the App Store and Google Play. Scientific Advertising is waiting in the app’s library.
