Claude C. Hopkins

Claude C. Hopkins (1866-1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters research their clients' products and produce "reason-why" copy. He believed that a good product and the atmosphere around it was often its own best salesperson, and as such he was a great believer in sampling. To track the results of his advertising, he used key-coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients' advertising spend. Hopkins is one of the father's of modern day marketing. While working for the Bissel Carpet Sweeper Company, at Hopkins' sent out five thousand letters offering carpet sweepers as Christmas presents - one thousand people sent in orders. He also convinced Bissel manufacturers to offer more variety of carpet sweepers, such as making them with twelve different types of wood. Immediately after these changes, Bissel sold two hundred fifty thousand in three weeks. His book Scientific Advertising was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. This book was followed, in 1927, by his autobiographical work My Life in Advertising. He died in 1932. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins' campaigns for Pepsodent. (wikipedia.org)

Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.

Book may have numerous typos, missing text, images, or index. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. 1917. Excerpt: ... Chapter Seventeen SCIENTIFIC ADVERTISING THROUGH a book I wrote my name has become connected with "Scientific Advertising." That is, advertising based on fixed principles and done according to fundamental laws. I learned those principles through thirty-six years of traced advertising. Through conducting campaigns on some hundreds of different lines. Through comparing on some lines, by keyed returns, thousands of pieces of copy. Always, since I sent out my first thousand letters to the time when $5,000,000 yearly was being spent on my copy, I have had to face records on cost and result. So I have naturally proved out many fundamentals which should always be applied. I have little respect for most theories of advertising, because they have not been proved. They are based on limited experiences, on exceptional conditions. Some lines seem to succeed on methods of advertising which every traced return proves impossible. The reasons for success have little to do with the advertising. The line may have succeeded in spite of the advertising. Many unadvertised lines become highly successful, because of some wanted quality which people soon discover. Or because dealers are in some way induced to feature it. Or because of a name which in itself tells an appealing story. Cream of Wheat is an example. The name alone tells the story. So with Spearmint Gum. All successful gums have succeeded through fortunate names. There is almost no story to tell. There are no great distinctions. The very men who succeeded with one name failed again, and again with others. Any conclusions drawn from such experiences are bound to lead others astray. The cases where they apply are rare. Safe principles are evolved only by those who know with reasonable exactness what the advertising does, and who compare results...

Whether you are trying to get a job or land a gig, write a blog post, or a sales page, you need to get people's attention. You need to get people excited about what you offer - so excited they take action! Discover How to name your product so it will sell itself Why a sample can be your best sales force Common mistakes that can ruin a free sample offer and how to avoid them The most important element in a headline (and it isn't using a magic word or phrase) The reason winning copywriters recommend long copy and when it's okay to go with something shorter Why Claude Hopkins could sell products when others couldn't and have customers asking for more How to quickly convert a skeptic into a believer A proven method to avoid wasting money on advertising that doesn't work Shortcuts to getting your product distributed nationally Techniques used by successful people the world over and how you can know if they'll work for your business How human psychology can make or break a sale David Ogilvy said of "Scientific Advertising", "Nobody, at any level, 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."This edition of this copywriting classic is abridged and modernized with a brand-new introduction. New examples demonstrate Claude Hopkins' revolutionary approach to selling and will help you think outside the boxWhy this particular version of Scientific Advertising?SAVE TIME by getting an updated, improved version -- SOME of Hopkins advice in 1923 no longer applies today – we took that part out and discover real-life examples of Hopkins' methods that were not included in the original Scientific Advertising book.

A Legacy in Advertising has transformed the lives of many small business owners by providing them with the ultimate proven money-making ideas. These How to find customers, how to gain their business, how to make risk-free promotions and measure their results, how to make your ads visible and original, and much more… Here is an example of the wrong way and the money-making The wrong --20% off. Easy-Breezy brush. Now $3.99 The money making way : Having difficulty keeping your hair straight after washing it? “Easy-Breezy’s arch shaped bristles brush thru the hair stimulating a greater flow of the natural oil in your head, keeping the hair in place longer, while preventing frizzy hair, static and puffiness …” --Easy-Breezy is a hand-massage without effort! This last ad produced $36,827 in sales. 5,000% more than the first one. Media experts described A Legacy in Advertising as a step-by-step guide involving the author’s 30 years of experience, his case studies and tested principles that will guide you through the secrets needed to submerge your customers in the dream of every product you sell. No matter what it is! This incredible book is a must have for anyone serious about making money through advertising online or in print. It includes the full and original publications of Claude C. Hopkins best-selling books, My Life in Advertising and Scientific Advertising , and a collection of more than 150 of the author’s most profitable hard-to-find ads for you to own!

Sebekázeň - jediná cesta k úspěchu - motivační audioprogram z řady audioknih pro osobní a firemní rozvoj z pera Clauda C. Hopkinse. Interpretuje Vítězslav Kryške.Sebekázeň vám zaručuje úspěch. Každý úspěšný člověk je vytrvalý a houževnatý, a má dostatek sebekázně k tomu, aby se přiměl udělat, co by měl, ať se na to cítí, nebo ne. Když se naučíte sebekázni, uděláte toho více, rychleji a lépe než ostatní lidé. Budete mít lepší výsledky, budete produktivnější, budete mít lepší výkon, získáte pozornost lidí, kteří vám mohou pomoci, a podpořit vás a posunout vás dopředu. Budete lépe placeni a budete rychleji povyšováni v jakékoliv práci, situaci. Lidé se sebekázní, kteří mají lepší výsledky, jsou okamžitě posíláni do přední linie života. Budete mít více sebeovládání, sebejistoty, osobní moci. Budete cítit, že dokážete cokoliv, co chcete, protože máte schopnost se ukáznit a udělat to.Sebekázeň je klíčem k sebedůvěře, sebeúctě a osobní hrdosti.Pokaždé, když se ukázníte, budete se mít raději.Pokaždé, když se ukázníte, budete na sebe nahlížet jako na lepší osobu.Pokaždé, když se ukázníte, budete se cítit skvěle, budete na sebe hrdi, vaši osobnost to ovlivní velmi pozitivním způsobem.Čím větší je vaše sebekázeň, tím větší máte sebevědomí. A tím menší jsou vaše strachy ze selhání a z odmítnutí. Nakonec si vypěstujete sebevědomí, že budete schopni procházet zdmi. Se sebekázní bude váš charakter mít sílu, díky které vytrvá přes všechny překážky, až do konečného úspěchu. Se sebekázní dosáhnete své osobní velikosti.Pro koho je tento motivační audioprogram určený:- Pro všechny, kteří chtějí být v životě úspěšní- Pro obchodní zástupce, obchodní manažery, obchodníky- Pro podnikateleZ obsahu:Jak nastartovat sebekázeňNejdůležitější metoda - dokonalá koncentraceZpůsob, jak dosáhnout většinu cílů do rokaJak programovat podvědomou myslPřesný plán, co dělat a co nedělatPotlačení strachu ze selháníJak zvítězit nad strachem v určitých oblastechJak získat návyk odvahyÚčinný návod na fyzickou kondiciSebekázeň ve financíchNácvik pilnostiNávod, jak zdvojnásobit výkonSíla sebevzděláváníOdvaha/víra v sebe/vytrvalost

Claude Hopkins is known as the Inventor of Modern Advertising and the greatest copywriter of all time. Though he wrote his ads in the early 1900s, the giants of advertising today still study the work of this brilliant pioneer. Read his ads over and over again. Learn from his ads all the principles of effective advertising that he discovered. Apply the Hopkins precepts to your own writing of ads and sales letters . . . And your profits will immediately soar. If you want to write ads and letters that swamp you with orders, you must study the classic ads of Claude Hopkins . . . who still ranks as the greatest ad writer of all time.

Book by Hopkins, Claude

A complete course in writing advertising and direct mail copy that sells. Contributors include experts from the early part of the 20th century with parts of the course written by the greatest copywriter of all time, Claude C. Hopkins. Other contributors include: H. Harry Thompson, Joseph Appel, Bruce Barton, J.K. Fraser, Ben Nash, Kenneth Goode, John Star Hewitt, George L. Dyer (this is the only known writing by Mr. Dyer known to exist on the subject of copywriting), John Lee Mahin, O. A. Owen, and many others. 25 lessons, 391 pages.

All effective modern marketing can be traced to three authors in one time period.You only find this by studying the greats, and who they studied, and then who THEY studied. None of the modern marketing “guru's” talk about this period in history, but all their work stems from the discoveries made during this time.If you study the best of the best marketers out there – and then study who they studied – you can eventually find the real basics which make all marketing work. Really work.That is how these books were uncovered. While each separately tells pieces of the puzzle, together they tell the evolution of advertising as it exists today. All the advances made by others since can be directly traced to the breakthroughs made during this time.These five books each tell their own piece to the puzzle. Albert Lasker gave the narrative, telling where he first met John E. Kennedy and Claude Hopkins. When you read those copywriters' works in turn, the lights come on. You'll see where all the new, “modern” breakthroughs have come from and why they get results.Beyond that – when you study the ads these three created, and internalize them – you'll have learned everything they know. Then, when studying the later “big names” in the field, it will make whatever they say open up for you. Way open.All the secrets hidden in plain sight. Just in need of a bit of dusting off...Get Your Copy Today!

Scientific Advertising was originally written in the early part of the 20th century. It was the author, Claude Hopkins, who was able to capture a new belief in written form. This new belief is that advertising could and should be a function with limited risk. He demonstrated that real results-oriented advertising and marketing is actually based on established principles and laws. He states that if the marketer respects these laws and principles and undertakes a scientific approach, then positive results are the inevitable outcome. Even though this philosophy was established decades ago, there are some modern day marketers that will mistakenly tout that the old rules no longer apply. However, most successful marketers will confirm that these principles areas alive today as they ever were. This has leadto the timeliness of the book Scientific Advertising. The contributor, Tony Books Avilez, has created amendments to this work to make it applicable to the modern day fitness professional. It is the new author's feeling with all his being that the field of fitness is one of the more laudable professions of the new century. However, the average fitness professional in this country most often finds it challenging to obtain and retain enough business to create a full-time income. This book will help solve this problem.

1.« C’est l’absence d’une telle qualité (PAGE 6) qui a davantage causé la ruine d’annonceurs et d’hommes d’affaires que quoi que ce soit d’autre » ! 2.La maxime favorite des hommes d’affaires prospères --- elle doit être votre leitmotiv ! PAGE 63.Les 2 principes de base que suivent les publicitaires les plus efficaces et puissants ! PAGE 64.« Sans eux, il n’est pas de réussite, sauf de façon purement accidentelle » ! PAGE 65.« La plupart des échecs commerciaux que je connais ont été provoqués par une … démesurée » ! PAGE 66.Ce sur quoi les hommes d’affaires puissants et prospères ne spéculent jamais ! PAGE 67.La peur qui provoque de très nombreux échecs dans les affaires --- et comment la vaincre ! PAGE 78.« Toutes les faillites publicitaires sont le fruit de l’… » ! PAGE 79.« L’… est un crime dans la publicité » --- ne le commettez pas ou vous perdriez votre chemise ! PAGE 710.Les 2 fautifs lorsque le public ne répond pas à une publicité --- et comment corriger ! PAGE 711.Ce qui doit avoir une importance capitale si vous êtes publicité --- le vôtre comme celui des autres ! PAGE 712.Le secret pour que vos échecs – dans le domaine de la publicité – ne se transforment pas en catastrophes ! PAGE 813.Si vous faites ceci (PAGE 8) en permanence, votre image de marque ne sera jamais entachée !14.L’état d’esprit indispensable aux hommes d’affaires --- avec lui, il est impossible d’échouer ! PAGE 815.Ce que les publicitaires les plus prospères du monde ignorent tous --- et vous ? PAGE 816.Ce qui vous fera aller 2 fois plus haut que tous vos concurrents dans le domaine de la publicité ! PAGE 917.Ce qui est 100 fois plus important pour réussir que des capacités intellectuelles au dessus de la moyenne ! PAGE 1018.Le secret pour que les personnes à qui vous vous adressez via la publicité vous reconnaissent comme « un des leurs » ! PAGE 1019.Comment faire vibrer « la corde sensible » de vos prospects à tous les coups ? PAGE 1020.Ce que vous devez impérativement connaître de votre « cible » pour lui vendre plus et mieux ! PAGE 1021.Ceux qui constituent 95 % de votre clientèle --- et que vous devez absolument connaître par cœur ! PAGE 1022.Ce qui vous en apprendra plus sur les gens et leurs envies que 10.000 livres ou études « scientifiques » ! PAGE 1023.Ce que l’un des plus grands publicitaires Américains faisait toujours avant d’écrire une publicité ! PAGE 1124.Comment réussir dans la publicité – si vous n’avez jamais fait d’études supérieures – et mieux que les autres ! PAGE 1125.Ce qui vous donnera un avantage écrasant sur vos concurrents --- même s’ils sortent des meilleures écoles de commerce ! PAGE 1326.« Dans le monde de la publicité, on peut apprendre bien plus en parlant une semaine avec … qu’en une année d’études dans tous les instituts spécialisés » ! PAGE 1327.Si vous considérez votre travail de cette manière spéciale (PAGE 14) vous deviendrez prospère sans le moindre doute !28.

Bringing the best of Claude C. Hopkins together. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.1) Scientific Advertising is a book written by Claude C Hopkins and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) as a "must-read" book.The Book contains many principles that are common in all performance-based marketing today, such as the idea of testing and measuring ad effectiveness, writing to one person, understanding and using psychology, basing advertising on sales, eliminating risk, learning what the thousands want to understand what the millions will buy. It is indeed impossible to say one understands advertising without having a thorough grasp on the material in this book.David Ogilvy wrote that "Nobody should be allowed to have anything to do with advertising until he has read this book seven times and The book is widely considered the foundation of direct marketing.2) “My Life in Advertising” is an autobiography detailing the life of advertising genius Claude C. Hopkins (author of the business classic “Scientific Advertising”). This book is not written as a personal history, but as a business story. The chief object behind every chapter is to offer helpful suggestions to those who will follow his advice. As practical as it is interesting, “My Life in Advertising” is a must-read book for anyone wanting to understand the secrets of how to sell. Many of his strategies and techniques still apply today, even for internet marketing.

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Başta metin yazarlığı olmak üzere, reklamcılık alanına ilgi duyan herkesin bir solukta okuyacağı bir kitap! Modern reklamcılığın büyük ismi Claude C. Hopkins'in yıllar önce yazdıklarından, bugünün ve geleceğin reklamcılarının öğreneceği o kadar çok şey var Pazarlama testleri, kuponla eşantiyon dağıtımı, reklam araştırması... Ürün tanıtımı ve satışında çığır açan bunlar gibi pek çok yeniliği ilk düşünen ve uygulamaya koyan Hopkins'in sıfırdan başlayıp zirveye ulaştığı meslek yaşamını evre evre anlattığı bu kitap, modern reklamcılığın kilometre taşlarından belki de en önemlisi. Uluslararası reklamcılık dünyasının dev şirketlerinden birinin kurucusu olan David Ogilvy, "Bilimsel Reklamcılık" için şöyle "Bu kitabı yedi kez okumayan hiç kimsenin reklamcılıkla ilgili herhangi bir şey yapmasına izin verilmemeli. Bu kitap yaşamımın akışını değiştirdi." Hopkins'in kendine özgü akıcı ve içten üslubuyla kaleme aldığı "Reklamcılık Yaşantım ve Bilimsel Reklamcılık" başlıklı metinleri bir arada sunan bu kitapta, etkileyici reklam teknikleri alanında ilginç buluşların öyküsünü büyük bir zevkle okuyacaksınız.

Immortal Advertising ClassesClaude Hopkins, the pioneer of contemporary advertising, was first translated into Korean.Claude Hopkins is often referred to as the father of modern advertising. It is a scientific advertisement published in 1924, in which the "science" was put on the so-called "ad", which became the foundation of advertising theory such as modern advertising theory, advertising psychology and advertising behavior. This ends the pre-era of advertising and is regarded as the book that opened the historical era. This book is still a textbook book that should be seen by the people who are engaged in advertising and marketing. David Ogilvy, who is recognized as a "synonym for modern advertising," said in his book, "I am not qualified to speak about advertising without reading seven times." It was also called a book that changed the course of his life. Since then, Ogilvy has been credited with further development of Hopkins advertising theory and experience. The book that concentrates on this is "the law of advertisement invariance". "Immortal Advertising Class" is the first autobiography of Claude Hopkins published in Korea. If Hopkins "Scientific Advertising" and Ogilvys "Ad Constant Laws" are the hardware, then this book "Immortal Advertising Class" is the software that brought the birth of both books.

Ninguém deveria se aventurar na publicidade sem ter lido este livro pelo menos sete vezes; ele mudou a minha vida. — David OgilvyQual é o segredo por trás do sucesso nas campanhas publicitárias mais icônicas da história? Existe uma fórmula exata para se seguir a fim de aumentar as vendas de um produto? O que deve ser evitado na hora de promover uma marca? Essas e outras respostas estão em A ciência da publicidade, livro escrito por Claude Hopkins, o homem que transformou a publicidade em ciência, alavancou empresas, além de ter concebido e aperfeiçoado muitas das técnicas que até hoje fazem parte do arsenal do marketing.Composto por lições essenciais sobre a criação de anúncios eficazes, este livro explora as leis da publicidade, estratégias, orçamento e a psicologia por trás de campanhas de sucesso. O método descrito por Hopkins nestas páginas o ajudou a se tornar o redator mais bem pago da sua época.Mais do que um clássico, A ciência da publicidade é um guia atemporal, uma leitura obrigatória para profissionais de marketing, independentemente de sua especialidade, que desejam se destacar em um mercado competitivo e conquistar a atenção do público.