Scientific Advertising - Claude C Hopkins

Within this book, Hopkins shows a variety of tested techniques which he had used throughout his successful career in advertising, including:

How advertising laws are established - What the professionals in advertising already know and how we can use this knowledge to develop better ads.

Just salesmanship - What is advertising and how is it best used?

Offer service - The best ways to offer service to increase sales.

Mail order advertising - What it teaches us and how we can apply it to our own adverts.

Headlines -A lot of headlines get a poor response in email marketing, websites, and adverts. Learn how to increase your response rate.

Psychology - Use Hopkins experience to direct people to buy and use your product.

Being specific - Are you being specific enough in your advertising? Hopkins shows that by using specific facts you can increase sales and out perform your competitors.

Tell your full story - How telling your story is important and why some advertisers make the mistake of missing out on this.

Art in advertising - Should we use bespoke artwork or tried and tested visuals?

Things too costly - What strategies are too costly to attempt in advertising?

Information - How to give the consumer the best information to help them buy.

Strategy - Rules for directing a campaign.

Use of samples - How getting samples into people's hands can increase sales.

Getting distribution - Hopkins lays out how to get national distribution by starting small.

Test campaigns - How to test different campaigns on the same audience.

Leaning on dealers - Ways to get dealers to help your campaign

Individuality - Set yourself apart from competitors and what your tone should be.

Negative advertising - Will it help your sales?

Letter writing - Hopkins shows how to write a sales letter.

A name that helps - How does a product name impact sales?

Good business - See how good business impacts consumer behaviour.