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My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) Paperback – 1 Jan 1966

4.8 out of 5 stars 8 customer reviews

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Product details

  • Paperback: 336 pages
  • Publisher: McGraw-Hill Contemporary; Reprint edition (1 Jan. 1966)
  • Language: English
  • ISBN-10: 0844231010
  • ISBN-13: 978-0844231013
  • Product Dimensions: 15.2 x 2.4 x 22.9 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Bestsellers Rank: 225,241 in Books (See Top 100 in Books)

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Many sales and marketing guru's and copywriters for that matter, cite Claude Hopkins as a major influence in terms of the techniques they learned from his work and the principles he explains in the many mini case studies and examples in these two works.

I agree with the guru's the man was a genius, I have copies in my collection of various ads that Mr Hopkins created. Not only was he a great copywriter he understood how to structure deals to generate interest, using coupons and direct response mechanisms, that can easily be applied to today.

Here's a quote to end this review.

`Argue anything for your own advantage and people will resist to the limit. But seem unselfishly to consider your customers desires, and they will naturally flock to you.'

It's one of those books you need to read a few times, making notes in the margin, asking yourself the question. How can I apply this to my business?
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Format: Paperback
The last one hundred pages on this two-work volume are in fact the earlier work, "Scientific Advertising", written in 1923, while the first 210 pages represent Hopkins' auto-biography, published in 1927, five years before his death in 1932. On reflection, I would have read the volumes in their chronological order, as Hopkins had covered many of the examples he used in his earlier work more fully in his memoir.

This book is an interesting historical resource - I remember that my mother had a Bissels carpet sweeper, and it is therefore interesting to discover how Hopkins helped them achieve market domination through the development of a USP which, interestingly, had nothing to do with the machines' technology. We also learn of Hopkins' involvement with other brands that are still well known today - Palmolive, Goodyear Tyres and Quaker Oats - while it is also interesting to realise how many of the great brands of the 1880s to 1920s have now vanished.

Hopkins wrote the book as a guide to others, and opinions will differ as to whether what he says about advertising is still relevant. Hopkins repeats the importance of testing advertising effectiveness, tracing the cost of acquiring a customer, the value of subsequent sales and the lifetime value of a customer. He believed in testing on a small scale first, and demonstrated that sales statistics calculated on those small scale tests would be repeated later in larger, often national, campaigns. He emphasises that it is the headline of an advertisement that gets attention and makes the difference, having tested many adverts with the same content but different headlines and tracked different response rates. He believed in telling the story about a product and using personal stories about key people in businesses.
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Format: Paperback
This book was written almost a centuary ago and yet it still is probably one of the most influential books ever written on advertising -the principles are foundational and can be applied to any medium in use today.

who would find this book useful:
copywriters, Internet marketers,advertisers of all kinds, direct mail or anything to do with REAL marketing.

this book is a classic but its not a 'short course' - for that purpose I would recommendVictor Shwartz How to write a good advertisement.How to Write a Good Advertisement which is practical and straight to the point.
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Format: Paperback
I started as a Junior copywriter this week and made this the first book I bought. I heard about it via the senior copywriter. It is somewhat unbelievable that this book (the second part) was written in the 1920s. The advice is so wise and immutable that it immediately instills confidence. It is neither airy-fairy nor theoretical: it's highly practical, and takes away that nervous feeling of being new and knowing nothing. IF YOU ARE NEW IN ADVERTSING BUY THIS BOOK.
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