Claude Hopkins

Scientific Advertising: Chapter 7 – Being Specific

Chapter 7: Being Specific Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, “Best in the world,” “Lowest prices in existence,” etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency …

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Scientific Advertising: Chapter 6 – Psychology

Scientific Advertising by Claude C Hopkins Scientific Advertising by Claude C Hopkins Scientific Advertising: Chapter 6 – Psychology The competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes. Human nature …

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Scientific Advertising: Chapter 2 – Just Salesmanship

To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman’s standards. Let us emphasize that point The …

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Scientific Advertising: Chapter 1 – How Advertising Laws Are Established

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proved and established. We know what is most effective, and …

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