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My Life in Advertising
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...
48 pages, Paperback
First published January 1, 1917
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August 4, 2019
This is books is so actual it's weird. Although there were some tips & tricksno longer available, I really enjoyed reading this.
May 10, 2013
My Life in Advertising by Claude Hopkins offers a series of anecdotes by the author presenting his successes and failures in advertising. Since the book features insights in the author’s life rather than mundane lists of suggestions, My Life in Advertising is far more interesting than other books on similar topics. However, this method of presenting advice requires that the reader glean Hopkins’s insights rather than merely memorize cheat sheets on the best business practices. In light of this, Hopkins’s book can be reduced to three main sections: key lessons in advertising, what sells a product, and what the advertisement should contain.
The most important element of the first section of My Life in Advertising is the importance of knowing one’s audience. Hopkins asserts that it is impossible to judge humanity by oneself. In fact, what one may like may only appeal to oneself. This problem is exacerbated the further one ascends in the business world. In the heights of a boardroom, one is unaware of what appeal to the common man. Even worse, any appeal which seems to come from a higher class will arouse the resentment of the common people. Hence, rather than convincing the common man to purchase the product, the advertisement has the opposite effect. In light of this, good advertisement should avoid “literary style.” Use of “literary style” Hopkins asserts will cause people to think that the advertiser is flaunting his superior education and position and attempting to deceive him with fancy words. In other words, the best advertisement is not sophisticated in appearance but rather “ordinary” and “plebian.”
Hopkins notes that the most effective way to know one’s audience is to engage in canvassing. What Hopkins understands by canvassing is the presenting of a theoretical (or actual) product to hundreds of different individuals in order to acquire their perception of it. While in charge of the Palmolive brand, Hopkins interviewed hundreds of men to understand what they desired in a shaving cream. Armed with this knowledge, Hopkins was able to advertise that the Palmolive brand of shaving cream provided these features. Even though other products offered similar features, ignorance that these features were highly desired prevented the competitors from using similar advertising. Though those removed from the common man may have believed that the common man desired a particular fragrance of shaving cream, canvassing illustrated that men in fact desired effective lathering.
Of course, merely canvassing is not sufficient to properly understand what the common person wants. After data has been acquired, Hopkins believes that it is necessary to test the data in small batches. Research had shown that consumers desired oats which cooked more quickly. When a product was developed which cooked in just two minutes (rather than the typical fifteen), the directors of Quaker Oats sought to immediately replace the current line of oatmeal. Hopkins, however, suggested that the data be tested on a small market. His intuition was correct. Quaker Oats discovered that while the market desired a quicker oat, they also wanted the flavor of their oatmeal to remain the same. Consequently, when the two-minute oats were tested, the different flavor of the product caused made it a disaster. Armed with the realization that the consumer desired both quicker oats and a consistent flavor, Quaker Oats successful rolled out Quicker Oats.
The final key lesson that Hopkins presents is that advertisement must be personal. He notes that in advertising to large groups it is easy to treat people as a mass rather than as individuals. Yet if one wishes to appeal to a person, it is necessary to treat them as such. When one approaches advertising on a personal basis, one can approach the individual on a mutual relationship of trust. The advertiser can offer an individual an incentive with trust as the only collateral. Hopkins argues that not only does human nature wish to fulfill that trust, it also wishes to offer something in return, namely, a purchase. When a sample of cigars is offered with the option of a refund if the customer is not satisfied, the producer will often sell the product and rarely be cheated. While certain individuals will attempt to cheat, the safeguards are often far more expensive than simple trust.
The second section of My Life in Advertising focuses on what sells a product. Hopkins notes, “One must outbid all others in some way. He must offer advantages in qualities, service, or terms, or he must create a seeming advantage by citing facts which others fail to cite.” In other words, one’s product must offer something which the competitors fail to offer. If the public desires this additional service, one will outsell one’s competitors. In light of this, Hopkins suggests that samples of a product should be given to potentially interested individuals. However, rather than giving out the product en mass (again, advertising should be personal), Hopkins suggest that the sample should be redeemed with a coupon. If the individual is interested enough to cut out the coupon, he will be far more likely to purchase the product. At the same time, it is important not to call the sample free as it tends to cheapen the product. Instead, the producer should offer to purchase the sample for the individual. Depending on the product, offering a free gift may offer similar benefits as the sample. When consumers purchase a certain number of products, a secret gift is given them. It is essential that the gift remain secret in order to prevent customers from deciding that they do not desire the gift. In both instances, the customer receives something which is entirely to his benefit – he cannot reasonably refuse it. Once he has seen the effectiveness of a product, he is likely to continue purchasing it.
Likewise, Hopkins notes that inciting curiosity is an effective way to introduce a thereto unknown or undesired product. By making the largest cake or a vacuum cleaner with a rare wood (or by offering a secret gift), the producer draws potential customers to his product. When curiosity is coupled with a service, the desired effect is almost guaranteed. By placing the largest cake in a store, customers were drawn to the grocers’ services and large quantities of lard were sold. This idea underscores the most important aspect of Hopkins’s book: advertising should be altruistic. People by nature seek to serve themselves. If the advertiser’s motives as presented as such, he will be unsuccessful. Instead, the advertiser should seek to offer a service. The cake served to get the grocer more business. Of course, it also has the effective of requiring the grocer to sell the product product. Both individuals win.
Continuing the idea of offering a service, Hopkins believes that advertising should offer a guarantee. When the customer is assured that he will lose nothing by trying a product, he is far more likely to try it. If this is coupled with the a free sample, many individuals will begin purchasing the product. At the same time, it is important that the guarantee be personable. By having local individuals (such as town’s pharmacists) be responsible for ensuring the guarantee, people are far more likely to trust it since it is someone they know. By coupling a guarantee with a free sample, the customer is faced with a proposition which he is sure to benefit from. Of course, when the customer wins, the producer and the advertiser win.
The third section of My Life in Advertising lists the qualities which an advertisement should have. As noted previously, it is imperative that an advertisement does not contain complicated language. Similarly, it is important the language used be precise and not employ exaggeration. For example, though the catch word “pure” is simple, it did not effectively or precisely convey the idea which the maker of the beer was attempting to portray. Rather, a discussion of why his beer was pure was far more effective. At the same time, Hopkins suggests that an advertisement should also be romantic if possible. A simple precise story is far more appealing if it romantic. Hopkins offers the example of an auto manufacture that was bankrupt but quickly had to begin producing cars in tents because demand for the car outpaced the ability to build factories. Nevertheless, Hopkins warns against advertisement which attempts to be entertaining. While it is imperative that the advertisement be interesting, it cannot possibly compete with the entertainment portions of a newspaper.
In addition to precise and romantic advertisements, Hopkins realizes that it is important for all advertisements to reflect the current attitude of the general public. When reliability was highly sought after in a car, the advertisement should reflect the car’s reliability. This of course comes back to the importance of knowing one’s audience. If one were unaware of the importance of reliability over aesthetics or comfort, one’s advertisement would be unsuccessful. The current desires of the public can effectively employed in advertising by featuring an expert which corresponds to the public’s desires. Though the expert may be unknown to the general public, the mere presence of an expert adds credence to the reliability and excellence of a product. People are far more likely to trust a person than a faceless company.
In conclusions, Hopkins’s proposes that an advertisement will be successful if it reflects an understanding of what the common man desires and presents it in a manner which is familiar and understandable. Similarly, advertisements should seek to address individuals rather than the faceless group of mankind. In addressing individuals, it is essential to show trust and altruism. This is the central point of Hopkins’s work: all advertisement should be altruistic. If key point of the advertisement is to merely purchase one’s product over one’s competitors, one will be unsuccessful. Instead, if one presents a product as a service which the consumer cannot refuse, one’s advertisement will be most likely be successful.
The most important element of the first section of My Life in Advertising is the importance of knowing one’s audience. Hopkins asserts that it is impossible to judge humanity by oneself. In fact, what one may like may only appeal to oneself. This problem is exacerbated the further one ascends in the business world. In the heights of a boardroom, one is unaware of what appeal to the common man. Even worse, any appeal which seems to come from a higher class will arouse the resentment of the common people. Hence, rather than convincing the common man to purchase the product, the advertisement has the opposite effect. In light of this, good advertisement should avoid “literary style.” Use of “literary style” Hopkins asserts will cause people to think that the advertiser is flaunting his superior education and position and attempting to deceive him with fancy words. In other words, the best advertisement is not sophisticated in appearance but rather “ordinary” and “plebian.”
Hopkins notes that the most effective way to know one’s audience is to engage in canvassing. What Hopkins understands by canvassing is the presenting of a theoretical (or actual) product to hundreds of different individuals in order to acquire their perception of it. While in charge of the Palmolive brand, Hopkins interviewed hundreds of men to understand what they desired in a shaving cream. Armed with this knowledge, Hopkins was able to advertise that the Palmolive brand of shaving cream provided these features. Even though other products offered similar features, ignorance that these features were highly desired prevented the competitors from using similar advertising. Though those removed from the common man may have believed that the common man desired a particular fragrance of shaving cream, canvassing illustrated that men in fact desired effective lathering.
Of course, merely canvassing is not sufficient to properly understand what the common person wants. After data has been acquired, Hopkins believes that it is necessary to test the data in small batches. Research had shown that consumers desired oats which cooked more quickly. When a product was developed which cooked in just two minutes (rather than the typical fifteen), the directors of Quaker Oats sought to immediately replace the current line of oatmeal. Hopkins, however, suggested that the data be tested on a small market. His intuition was correct. Quaker Oats discovered that while the market desired a quicker oat, they also wanted the flavor of their oatmeal to remain the same. Consequently, when the two-minute oats were tested, the different flavor of the product caused made it a disaster. Armed with the realization that the consumer desired both quicker oats and a consistent flavor, Quaker Oats successful rolled out Quicker Oats.
The final key lesson that Hopkins presents is that advertisement must be personal. He notes that in advertising to large groups it is easy to treat people as a mass rather than as individuals. Yet if one wishes to appeal to a person, it is necessary to treat them as such. When one approaches advertising on a personal basis, one can approach the individual on a mutual relationship of trust. The advertiser can offer an individual an incentive with trust as the only collateral. Hopkins argues that not only does human nature wish to fulfill that trust, it also wishes to offer something in return, namely, a purchase. When a sample of cigars is offered with the option of a refund if the customer is not satisfied, the producer will often sell the product and rarely be cheated. While certain individuals will attempt to cheat, the safeguards are often far more expensive than simple trust.
The second section of My Life in Advertising focuses on what sells a product. Hopkins notes, “One must outbid all others in some way. He must offer advantages in qualities, service, or terms, or he must create a seeming advantage by citing facts which others fail to cite.” In other words, one’s product must offer something which the competitors fail to offer. If the public desires this additional service, one will outsell one’s competitors. In light of this, Hopkins suggests that samples of a product should be given to potentially interested individuals. However, rather than giving out the product en mass (again, advertising should be personal), Hopkins suggest that the sample should be redeemed with a coupon. If the individual is interested enough to cut out the coupon, he will be far more likely to purchase the product. At the same time, it is important not to call the sample free as it tends to cheapen the product. Instead, the producer should offer to purchase the sample for the individual. Depending on the product, offering a free gift may offer similar benefits as the sample. When consumers purchase a certain number of products, a secret gift is given them. It is essential that the gift remain secret in order to prevent customers from deciding that they do not desire the gift. In both instances, the customer receives something which is entirely to his benefit – he cannot reasonably refuse it. Once he has seen the effectiveness of a product, he is likely to continue purchasing it.
Likewise, Hopkins notes that inciting curiosity is an effective way to introduce a thereto unknown or undesired product. By making the largest cake or a vacuum cleaner with a rare wood (or by offering a secret gift), the producer draws potential customers to his product. When curiosity is coupled with a service, the desired effect is almost guaranteed. By placing the largest cake in a store, customers were drawn to the grocers’ services and large quantities of lard were sold. This idea underscores the most important aspect of Hopkins’s book: advertising should be altruistic. People by nature seek to serve themselves. If the advertiser’s motives as presented as such, he will be unsuccessful. Instead, the advertiser should seek to offer a service. The cake served to get the grocer more business. Of course, it also has the effective of requiring the grocer to sell the product product. Both individuals win.
Continuing the idea of offering a service, Hopkins believes that advertising should offer a guarantee. When the customer is assured that he will lose nothing by trying a product, he is far more likely to try it. If this is coupled with the a free sample, many individuals will begin purchasing the product. At the same time, it is important that the guarantee be personable. By having local individuals (such as town’s pharmacists) be responsible for ensuring the guarantee, people are far more likely to trust it since it is someone they know. By coupling a guarantee with a free sample, the customer is faced with a proposition which he is sure to benefit from. Of course, when the customer wins, the producer and the advertiser win.
The third section of My Life in Advertising lists the qualities which an advertisement should have. As noted previously, it is imperative that an advertisement does not contain complicated language. Similarly, it is important the language used be precise and not employ exaggeration. For example, though the catch word “pure” is simple, it did not effectively or precisely convey the idea which the maker of the beer was attempting to portray. Rather, a discussion of why his beer was pure was far more effective. At the same time, Hopkins suggests that an advertisement should also be romantic if possible. A simple precise story is far more appealing if it romantic. Hopkins offers the example of an auto manufacture that was bankrupt but quickly had to begin producing cars in tents because demand for the car outpaced the ability to build factories. Nevertheless, Hopkins warns against advertisement which attempts to be entertaining. While it is imperative that the advertisement be interesting, it cannot possibly compete with the entertainment portions of a newspaper.
In addition to precise and romantic advertisements, Hopkins realizes that it is important for all advertisements to reflect the current attitude of the general public. When reliability was highly sought after in a car, the advertisement should reflect the car’s reliability. This of course comes back to the importance of knowing one’s audience. If one were unaware of the importance of reliability over aesthetics or comfort, one’s advertisement would be unsuccessful. The current desires of the public can effectively employed in advertising by featuring an expert which corresponds to the public’s desires. Though the expert may be unknown to the general public, the mere presence of an expert adds credence to the reliability and excellence of a product. People are far more likely to trust a person than a faceless company.
In conclusions, Hopkins’s proposes that an advertisement will be successful if it reflects an understanding of what the common man desires and presents it in a manner which is familiar and understandable. Similarly, advertisements should seek to address individuals rather than the faceless group of mankind. In addressing individuals, it is essential to show trust and altruism. This is the central point of Hopkins’s work: all advertisement should be altruistic. If key point of the advertisement is to merely purchase one’s product over one’s competitors, one will be unsuccessful. Instead, if one presents a product as a service which the consumer cannot refuse, one’s advertisement will be most likely be successful.
August 21, 2020
(The English review is placed beneath the Russian one)
Перечитывая книгу я уже не нахожу её настолько великолепной чтобы рекомендовать её любому любителю non-fiction. Я бы рекомендовал её только тем, кто как-то связан с маркетингом/PR/рекламой. Остальным книга может показаться скучной.
Не смотря на название книги, личной жизни автора в ней не так и много. Где-то четверть и без того маленькой книги автор посвятит своему детству, а точнее важным моментам из детства которые имели ключевое значение для всей будущей жизни автора. Так, было интересно узнать, что автор воспитывался в очень религиозной семье и что то давление, которое оказывала мать, в конце концов, привело к обратному эффекту, т.е. к разрыву и с матерью и с религией (или крайним её проявлением, граничащим с фанатизмом). По крайне мере, автор не выглядит фанатично верующим. Вот этот момент из жизни автора было довольно интересно прочитать.
Дальше, после того как автор покинул родной дом, он будет описывать свои карьерные достижения. Я имею в виду, что всю оставшуюся часть книги автор будет описывать кейсы из собственной деловой практики. Как и в первый раз, когда я читал эту книгу, так и сейчас, мне понравилось и запомнилось только два момента из книги. Первый момент связан с PR акцией по продвижению «Cotosuet» и второй, связанный с алкогольной продукцией. Что касается всех остальных кейсов, что приводит автор, то они не запомнились мне ни тогда, ни сейчас. Более того, у меня возникло ощущение, что достаточно прочитать лишь первую половину книги, чтобы понять её главную мысль. В принципе, всё сводится к хорошо организованной PR деятельности. Т.е. необходимо организовать бизнес деятельность таким образом, чтобы товар продавал сам себя. Второй ключевой инструмент, это купоны. И вот насчёт этого, я не совсем уверен, т.е. что в 21 веке этот инструмент всё так же эффективно действует, как это было в 20 веке. И в особенности, когда речь идёт не о США. Тем не менее, основной идеей книги является профессиональная презентация товара во время PR-акции. Другой момент, который особенно важен для специалистов, это тот факт, что книга существенно устарела. Да, всё что пишет автор – продолжает работать. Да и не сводится весь маркетинг к PR активности. Однако специалисты, которые будут читать книгу, должны держать в уме, что реальность существенно изменилась с тех пор и это необходимо учитывать.
Rereading the book, I no longer find it magnificent enough to recommend the book to any fan of non-fiction. I would only recommend it to anyone who has something to do with marketing or advertisement. Other people might find the book boring.
Despite the title of the book, there's not so much of the author's personal life in it. About a quarter of the small book, the author will devote to his childhood or rather important moments of childhood that was essential to the entire future life of the author. Thus, it was interesting to know that the author was brought up in a very religious family and that the pressure exerted by his mother eventually had led to the opposite effect, i.e., a break with both mother and religion (or its extreme manifestation bordering on fanaticism). At least the author does not look like a zealot. This moment in the author's life was quite interesting to read.
Further on, after the author left home, he will describe his career achievements. I mean, for the rest of the book, the author will describe cases from his business practice. Like the first time when I read this book, I only liked and remembered two things from the book. The first point is related to the PR campaign of Cotosuet, and the second point is related to some alcohol products. As for all other cases, which brings the author, they are not memorable to me neither then nor now. Moreover, I had the feeling that it is enough to read only the first half of the book to understand its main idea. Basically, it all comes down to well-organized PR activities. In other words, it is necessary to organize business activities so that the product would sell itself. The second tool is the coupons. And about that, I'm not quite sure, i.e., that in the 21st century this tool is still as efficient as it was in the 20th century. And especially when we're not talking about the United States. However, the main idea of the book is a professional presentation of the product during a PR campaign. The other point that is especially important for professionals is the fact that the book is significantly outdated. Yes, everything that the author writes - still works. Besides, the whole marketing does not come down to PR activity. However, experts who will read the book must keep in mind that reality has changed significantly since then, and this must be taken into account.
Перечитывая книгу я уже не нахожу её настолько великолепной чтобы рекомендовать её любому любителю non-fiction. Я бы рекомендовал её только тем, кто как-то связан с маркетингом/PR/рекламой. Остальным книга может показаться скучной.
Не смотря на название книги, личной жизни автора в ней не так и много. Где-то четверть и без того маленькой книги автор посвятит своему детству, а точнее важным моментам из детства которые имели ключевое значение для всей будущей жизни автора. Так, было интересно узнать, что автор воспитывался в очень религиозной семье и что то давление, которое оказывала мать, в конце концов, привело к обратному эффекту, т.е. к разрыву и с матерью и с религией (или крайним её проявлением, граничащим с фанатизмом). По крайне мере, автор не выглядит фанатично верующим. Вот этот момент из жизни автора было довольно интересно прочитать.
Дальше, после того как автор покинул родной дом, он будет описывать свои карьерные достижения. Я имею в виду, что всю оставшуюся часть книги автор будет описывать кейсы из собственной деловой практики. Как и в первый раз, когда я читал эту книгу, так и сейчас, мне понравилось и запомнилось только два момента из книги. Первый момент связан с PR акцией по продвижению «Cotosuet» и второй, связанный с алкогольной продукцией. Что касается всех остальных кейсов, что приводит автор, то они не запомнились мне ни тогда, ни сейчас. Более того, у меня возникло ощущение, что достаточно прочитать лишь первую половину книги, чтобы понять её главную мысль. В принципе, всё сводится к хорошо организованной PR деятельности. Т.е. необходимо организовать бизнес деятельность таким образом, чтобы товар продавал сам себя. Второй ключевой инструмент, это купоны. И вот насчёт этого, я не совсем уверен, т.е. что в 21 веке этот инструмент всё так же эффективно действует, как это было в 20 веке. И в особенности, когда речь идёт не о США. Тем не менее, основной идеей книги является профессиональная презентация товара во время PR-акции. Другой момент, который особенно важен для специалистов, это тот факт, что книга существенно устарела. Да, всё что пишет автор – продолжает работать. Да и не сводится весь маркетинг к PR активности. Однако специалисты, которые будут читать книгу, должны держать в уме, что реальность существенно изменилась с тех пор и это необходимо учитывать.
Rereading the book, I no longer find it magnificent enough to recommend the book to any fan of non-fiction. I would only recommend it to anyone who has something to do with marketing or advertisement. Other people might find the book boring.
Despite the title of the book, there's not so much of the author's personal life in it. About a quarter of the small book, the author will devote to his childhood or rather important moments of childhood that was essential to the entire future life of the author. Thus, it was interesting to know that the author was brought up in a very religious family and that the pressure exerted by his mother eventually had led to the opposite effect, i.e., a break with both mother and religion (or its extreme manifestation bordering on fanaticism). At least the author does not look like a zealot. This moment in the author's life was quite interesting to read.
Further on, after the author left home, he will describe his career achievements. I mean, for the rest of the book, the author will describe cases from his business practice. Like the first time when I read this book, I only liked and remembered two things from the book. The first point is related to the PR campaign of Cotosuet, and the second point is related to some alcohol products. As for all other cases, which brings the author, they are not memorable to me neither then nor now. Moreover, I had the feeling that it is enough to read only the first half of the book to understand its main idea. Basically, it all comes down to well-organized PR activities. In other words, it is necessary to organize business activities so that the product would sell itself. The second tool is the coupons. And about that, I'm not quite sure, i.e., that in the 21st century this tool is still as efficient as it was in the 20th century. And especially when we're not talking about the United States. However, the main idea of the book is a professional presentation of the product during a PR campaign. The other point that is especially important for professionals is the fact that the book is significantly outdated. Yes, everything that the author writes - still works. Besides, the whole marketing does not come down to PR activity. However, experts who will read the book must keep in mind that reality has changed significantly since then, and this must be taken into account.
September 3, 2018
A great read that shows advertising efficiency was a thing in the past, as well.
February 19, 2023
Surprisingly relevant more than a century after its publication. The author's anecdotes reminds one of Horatio Alger novellas.
October 4, 2023
My Life in Advertising av Claude Hopkins och Confessions of an Advertising Man av David Ogilvy.
Två biografier av första och tredje generationens reklammän. Båda är väldigt underhållande och läsvärda. Brukar undvika att läsa biografier om ”entreprenörer” - pga hela skill-luck-problematiken - men självbiografier slinker ner lite lättare och dessa gillade jag. Det mest tilltalande är Hopkins porträttering av det sena 1800-talet han växte upp i och fattigdomen som - tillsammans med sin konservativa skotska mor - kom att prägla hans relation till pengar. Både sina egna och andras.
Gemensamt för både Hopkins och Ogilvy är en oerhörd tilltro till sina medmänniskor. Framgångsrika personer törstar efter att hjälpa andra. Ärlighet varar längst både i personliga relationer och mot kund. Ett led i ärlighet - specifikt i kommunikation som riktas mot kund - är precist och konkret språk. Undvik abstraktioner, superlativ och stilisering. Formuleringarna ska kunna falsifieras i händelsen att producenten far med osanning. Behandla inte kunden som en idiot, reklamen riktar sig till och kommer att ses av din fru.
https://www.academia.edu/41480371/MY_...
From my earliest years, under her direction and incentive, I did likewise. I have supported myself since the age of nine. Other boys, when they went to school as I did, counted their school work a day. It was an incident to me. Before school I opened two school-houses, built the fires and dusted the seats. After school I swept those school-houses. Then I distributed the Detroit Evening News to sixty-five homes before supper. On Saturdays I scrubbed the two school-houses and distributed bills. On Sundays I was a church janitor, which kept me occupied from early morning until ten o'clock at night. In vacations I went to the farm, where the working time was sixteen hours a day.
***
I know nothing of value which an advertising man can be taught in college. I know of many things taught there which he will need to unlearn before he can steer any practical course. Then higher education appears to me a handicap to a man whose lifetime work consists in appealing to common people.
***
A man who has made a success desires to see others make a success. A man who has worked wants to see others work. I am that way. Countless young people now flock to my home, but the welcome ones are those who work, whether young men or young women. A boy having a good time on his father's money has always been offensive to me. So, to a degree, a young woman. If there is to be any equality between the sexes, there should be equality in effort. People of either sex must justify existence. Some, through circumstances, may not fully earn their way, but they should strive to do so. I abhor drones. And I believe that my influence has driven many men and women to greater happiness.
***
Some of the greatest successes I have ever known in advertising were ignorant men. Two are now heads of agencies. One of them has made much money in advertising—a man who can hardly sign his name. But he knew ordinary people, and the ordinary people bought what he had to sell. One of them wrote copy which would induce a farmer to mortgage his barn to respond. But his every sentence had to be edited for grammar. Now college men come to us by the hundreds and say, “We have education, we have literary style.” I say to them that both those things are handicaps. The great majority of men and women cannot appreciate literary style. If they do, they fear it. They fear over-influence when it comes to spending money. Any unique style excites suspicion. Any evident effort to sell creates corresponding resistance. Any appeal which seems to come from a higher class arouses their resentment. Any dictation is abhorrent to us all. All the time we are seeking in advertising, men with the impulses of the majority. We never ask their education, never their literary qualifications. Those lacks are easily supplied. But let a man prove to us that he understands human nature and we welcome him with open arms.
***
No man can succeed in any line where he finds himself in disagreement and where unhappiness results. I consider business as a game and I play it as a game. That is why I have been, and still am, so devoted to it.
***
Grandfather, who lived at my uncle's home, admired the way I worked. He called me Mr. Stick-to-itiveness. There were two of us boys on the farm, cousins of the same age. I worked sixteen hours a day, my cousin worked as little as he could. So grandfather decided to back me. All he had in the world was $100, saved to bury him. He offered that to me on condition that I assume the burial expense when it came. Of course I did.
***
In the early stages of our careers none can judge us by results. The shallow men judge us by likings, but they are not men to tie to. The real men judge us by our love of work, the basis of their success. They employ us for work, and our capacity for work counts above all else.
***
John Powers had left Wanamaker's and gone out for himself. The Bissell Company's Eastern manager, Thomas W. Williams, was one of his great admirers. Through him I had heard a great deal of Powers and his dramatic advertising. One incident which I remember occurred in Pittsburgh. A clothing concern was on the verge of bankruptcy. They called in Powers, and he immediately measured up the situation. He said: “There is only one way out. Tell the truth. Tell the people that you are bankrupt and that your only way to salvation lies through large and immediate sales.” The clothing dealers argued that such an announcement would bring every creditor to their doors. But Powers said: “No matter. Either tell the truth or I quit.” Their next day's ad. read something like this: “We are bankrupt. We owe $125,000, more than we can pay. This announcement will bring our creditors down on our necks. But if you come and buy tomorrow we shall have the money to meet them. If not, we go to the wall. These are the prices we are quoting to meet this situation:” Truth was then such a rarity in advertising that this announcement created a sensation. People flocked by the thousands to buy, and the store was saved.
***
The difference lies in the basic conception of selling. The average salesman openly seeks favors, seeks profit for himself. His plea is, “Buy my goods, not the other fellow's.” He makes a selfish appeal to selfish people, and of course he meets resistance. I was selling service. The whole basis of my talk was to help the baker get more business. The advantage to myself was covered up in my efforts to please him. I have always applied that same principle to advertising. I never ask people to buy. I rarely even say that my goods are sold by dealers, I seldom quote a price. The ads. all offer service, perhaps a free sample or a free package. They sound altruistic. But they get a reading and get action from people seeking to serve themselves. No selfish appeal can do that.
***
That situation occurs in many, many lines. The maker is too close to his product. He sees in his methods only the ordinary. He does not realize that the world at large might marvel at those methods, and that facts which seem commonplace to him might give him vast distinction. That is a situation which occurs in most advertising problems. The article is not unique. It embodies no great advantages. Perhaps countless people can make similar products. But tell the pains you take to excel. Tell factors and features which others deem too commonplace to claim. Your product will come to typify those excellencies. If others claim them afterward, it will only serve to advertise you. There are few advertised products which cannot be imitated. Few who dominate a field have any exclusive advantage. They were simply the first to tell certain convincing facts.
***
When we make an offer one cannot reasonably refuse, it is pretty sure to gain acceptance. And however generous the offer, however open to imposition, experience proves that very few will cheat those who offer a square deal. Try to hedge or protect yourself, and human nature likes to circumvent you. But remove all restrictions and say, “We trust you,” and human nature likes to justify that trust. All my experience in advertising has shown that people in general are honest.
***
Ask a person to take a chance on you, and you have a fight. Offer to take a chance on him, and the way is easy.
***
That brings up another point in advertising—the advantage of being specific. Platitudes and generalities make no more impression than water on a duck. To say, “Best in the world,” “Cheapest in the long run,” “The most economical,” etc., does not create conviction. Such claims are expected. The most carefully censored magazines accept them as merely expressions of a salesman trying to put his best foot forward. They are not classed as falsehoods, but as mere exaggerations. They probably do more harm than good, because they indicate a looseness of expression and cause people to discount whatever you say.
***
I read book after book by dental authorities on the theory on which Pepsodent was based. It was dry reading. But in the middle of one book I found a reference to the mucin plaques on teeth, which I afterward called the film. That gave me an appealing idea. I resolved to advertise this tooth paste as a creator of beauty. To deal with that cloudy film. The natural idea in respect to a tooth paste is to make it a preventive. But my long experience had taught me that preventive measures were not popular. People will do anything to cure a trouble, but little to prevent it. Countless advertising ideas have been wrecked by not understanding that phase of human nature.
***
That was one great factor in my career—the confidence I engendered. That was due to my Scotch ancestry. At one time Mr. Lasker made me a trustee under his will. Again and again I refused to accept from him more than I felt I earned. When my contract called for one-third the commission I refused to accept it on accounts where I did not appear to be a vital factor. About the only disagreements I had with Mr. Lasker referred to his desire to overpay me. That attitude I consider a vital factor in success. An absolutely fair division. One on the crest of the wave may over-play his hand for a little time, but not for long. Business is money-making, and associates will find a way to eliminate anyone who claims too large a share.
***
Never seek to amuse. That is not the purpose of advertising. People get their amusements in the reading-matter columns. The only interest you can offer profitably is something people want.
Två biografier av första och tredje generationens reklammän. Båda är väldigt underhållande och läsvärda. Brukar undvika att läsa biografier om ”entreprenörer” - pga hela skill-luck-problematiken - men självbiografier slinker ner lite lättare och dessa gillade jag. Det mest tilltalande är Hopkins porträttering av det sena 1800-talet han växte upp i och fattigdomen som - tillsammans med sin konservativa skotska mor - kom att prägla hans relation till pengar. Både sina egna och andras.
Gemensamt för både Hopkins och Ogilvy är en oerhörd tilltro till sina medmänniskor. Framgångsrika personer törstar efter att hjälpa andra. Ärlighet varar längst både i personliga relationer och mot kund. Ett led i ärlighet - specifikt i kommunikation som riktas mot kund - är precist och konkret språk. Undvik abstraktioner, superlativ och stilisering. Formuleringarna ska kunna falsifieras i händelsen att producenten far med osanning. Behandla inte kunden som en idiot, reklamen riktar sig till och kommer att ses av din fru.
https://www.academia.edu/41480371/MY_...
From my earliest years, under her direction and incentive, I did likewise. I have supported myself since the age of nine. Other boys, when they went to school as I did, counted their school work a day. It was an incident to me. Before school I opened two school-houses, built the fires and dusted the seats. After school I swept those school-houses. Then I distributed the Detroit Evening News to sixty-five homes before supper. On Saturdays I scrubbed the two school-houses and distributed bills. On Sundays I was a church janitor, which kept me occupied from early morning until ten o'clock at night. In vacations I went to the farm, where the working time was sixteen hours a day.
***
I know nothing of value which an advertising man can be taught in college. I know of many things taught there which he will need to unlearn before he can steer any practical course. Then higher education appears to me a handicap to a man whose lifetime work consists in appealing to common people.
***
A man who has made a success desires to see others make a success. A man who has worked wants to see others work. I am that way. Countless young people now flock to my home, but the welcome ones are those who work, whether young men or young women. A boy having a good time on his father's money has always been offensive to me. So, to a degree, a young woman. If there is to be any equality between the sexes, there should be equality in effort. People of either sex must justify existence. Some, through circumstances, may not fully earn their way, but they should strive to do so. I abhor drones. And I believe that my influence has driven many men and women to greater happiness.
***
Some of the greatest successes I have ever known in advertising were ignorant men. Two are now heads of agencies. One of them has made much money in advertising—a man who can hardly sign his name. But he knew ordinary people, and the ordinary people bought what he had to sell. One of them wrote copy which would induce a farmer to mortgage his barn to respond. But his every sentence had to be edited for grammar. Now college men come to us by the hundreds and say, “We have education, we have literary style.” I say to them that both those things are handicaps. The great majority of men and women cannot appreciate literary style. If they do, they fear it. They fear over-influence when it comes to spending money. Any unique style excites suspicion. Any evident effort to sell creates corresponding resistance. Any appeal which seems to come from a higher class arouses their resentment. Any dictation is abhorrent to us all. All the time we are seeking in advertising, men with the impulses of the majority. We never ask their education, never their literary qualifications. Those lacks are easily supplied. But let a man prove to us that he understands human nature and we welcome him with open arms.
***
No man can succeed in any line where he finds himself in disagreement and where unhappiness results. I consider business as a game and I play it as a game. That is why I have been, and still am, so devoted to it.
***
Grandfather, who lived at my uncle's home, admired the way I worked. He called me Mr. Stick-to-itiveness. There were two of us boys on the farm, cousins of the same age. I worked sixteen hours a day, my cousin worked as little as he could. So grandfather decided to back me. All he had in the world was $100, saved to bury him. He offered that to me on condition that I assume the burial expense when it came. Of course I did.
***
In the early stages of our careers none can judge us by results. The shallow men judge us by likings, but they are not men to tie to. The real men judge us by our love of work, the basis of their success. They employ us for work, and our capacity for work counts above all else.
***
John Powers had left Wanamaker's and gone out for himself. The Bissell Company's Eastern manager, Thomas W. Williams, was one of his great admirers. Through him I had heard a great deal of Powers and his dramatic advertising. One incident which I remember occurred in Pittsburgh. A clothing concern was on the verge of bankruptcy. They called in Powers, and he immediately measured up the situation. He said: “There is only one way out. Tell the truth. Tell the people that you are bankrupt and that your only way to salvation lies through large and immediate sales.” The clothing dealers argued that such an announcement would bring every creditor to their doors. But Powers said: “No matter. Either tell the truth or I quit.” Their next day's ad. read something like this: “We are bankrupt. We owe $125,000, more than we can pay. This announcement will bring our creditors down on our necks. But if you come and buy tomorrow we shall have the money to meet them. If not, we go to the wall. These are the prices we are quoting to meet this situation:” Truth was then such a rarity in advertising that this announcement created a sensation. People flocked by the thousands to buy, and the store was saved.
***
The difference lies in the basic conception of selling. The average salesman openly seeks favors, seeks profit for himself. His plea is, “Buy my goods, not the other fellow's.” He makes a selfish appeal to selfish people, and of course he meets resistance. I was selling service. The whole basis of my talk was to help the baker get more business. The advantage to myself was covered up in my efforts to please him. I have always applied that same principle to advertising. I never ask people to buy. I rarely even say that my goods are sold by dealers, I seldom quote a price. The ads. all offer service, perhaps a free sample or a free package. They sound altruistic. But they get a reading and get action from people seeking to serve themselves. No selfish appeal can do that.
***
That situation occurs in many, many lines. The maker is too close to his product. He sees in his methods only the ordinary. He does not realize that the world at large might marvel at those methods, and that facts which seem commonplace to him might give him vast distinction. That is a situation which occurs in most advertising problems. The article is not unique. It embodies no great advantages. Perhaps countless people can make similar products. But tell the pains you take to excel. Tell factors and features which others deem too commonplace to claim. Your product will come to typify those excellencies. If others claim them afterward, it will only serve to advertise you. There are few advertised products which cannot be imitated. Few who dominate a field have any exclusive advantage. They were simply the first to tell certain convincing facts.
***
When we make an offer one cannot reasonably refuse, it is pretty sure to gain acceptance. And however generous the offer, however open to imposition, experience proves that very few will cheat those who offer a square deal. Try to hedge or protect yourself, and human nature likes to circumvent you. But remove all restrictions and say, “We trust you,” and human nature likes to justify that trust. All my experience in advertising has shown that people in general are honest.
***
Ask a person to take a chance on you, and you have a fight. Offer to take a chance on him, and the way is easy.
***
That brings up another point in advertising—the advantage of being specific. Platitudes and generalities make no more impression than water on a duck. To say, “Best in the world,” “Cheapest in the long run,” “The most economical,” etc., does not create conviction. Such claims are expected. The most carefully censored magazines accept them as merely expressions of a salesman trying to put his best foot forward. They are not classed as falsehoods, but as mere exaggerations. They probably do more harm than good, because they indicate a looseness of expression and cause people to discount whatever you say.
***
I read book after book by dental authorities on the theory on which Pepsodent was based. It was dry reading. But in the middle of one book I found a reference to the mucin plaques on teeth, which I afterward called the film. That gave me an appealing idea. I resolved to advertise this tooth paste as a creator of beauty. To deal with that cloudy film. The natural idea in respect to a tooth paste is to make it a preventive. But my long experience had taught me that preventive measures were not popular. People will do anything to cure a trouble, but little to prevent it. Countless advertising ideas have been wrecked by not understanding that phase of human nature.
***
That was one great factor in my career—the confidence I engendered. That was due to my Scotch ancestry. At one time Mr. Lasker made me a trustee under his will. Again and again I refused to accept from him more than I felt I earned. When my contract called for one-third the commission I refused to accept it on accounts where I did not appear to be a vital factor. About the only disagreements I had with Mr. Lasker referred to his desire to overpay me. That attitude I consider a vital factor in success. An absolutely fair division. One on the crest of the wave may over-play his hand for a little time, but not for long. Business is money-making, and associates will find a way to eliminate anyone who claims too large a share.
***
Never seek to amuse. That is not the purpose of advertising. People get their amusements in the reading-matter columns. The only interest you can offer profitably is something people want.
September 19, 2022
I am pleased to see basics proving again to be timeless. Techniques such as AB testing, appealing to the value the consumer would gain from a product or service, serving the consumer before even taking money and others, treating consumers as capable and smart people, etc.
The book is old. It was written in the 1920/1930s and most references are from the end of 19th, start of 20th century. Be prepared for that if you attempt to read this book. Same applies to the language used. It’s quite a challenge to understand the ideas sometimes when the wording is just alien to a modern day reader.
The author does speak of an important point in any endeavor - love for the craft and not the results is what separates the experts from the dilettantes. I say this because that defines where one sets his focus.
I’m guessing there’s better modern alternatives to this book, however. Since I’m not in advertising I have no interest in searching for them although I do find the principles discussed here applicable to a multitude of disciplines.
The book is old. It was written in the 1920/1930s and most references are from the end of 19th, start of 20th century. Be prepared for that if you attempt to read this book. Same applies to the language used. It’s quite a challenge to understand the ideas sometimes when the wording is just alien to a modern day reader.
The author does speak of an important point in any endeavor - love for the craft and not the results is what separates the experts from the dilettantes. I say this because that defines where one sets his focus.
I’m guessing there’s better modern alternatives to this book, however. Since I’m not in advertising I have no interest in searching for them although I do find the principles discussed here applicable to a multitude of disciplines.
April 2, 2023
Want to start from the thing, that I haven’t read many advertising books, so I might be subjective so.
Hopkins describes a salesman nowadays(at least I see salesmen similar), counting the book written in 1927: listening skills, unattractive appearance, not boasting, a man focused on services he proposed and not on himself, etc. That’s incredible how all those’s kept staying actual.
Also, I found it funny to read stories of success from the past, it’s like a kind of tale. Black-white photos, mail advertising - just unalike.
Lastly, I quite like and am surprised by is the author’s spell about women’s roles. He is saying about sex equity and women’s joy to work despite being unmarried. And once again this is in 1927:)
You can give a try to this book. Anyway, we always have a choice to drop the reading that is not valuable for us:)
Hopkins describes a salesman nowadays(at least I see salesmen similar), counting the book written in 1927: listening skills, unattractive appearance, not boasting, a man focused on services he proposed and not on himself, etc. That’s incredible how all those’s kept staying actual.
Also, I found it funny to read stories of success from the past, it’s like a kind of tale. Black-white photos, mail advertising - just unalike.
Lastly, I quite like and am surprised by is the author’s spell about women’s roles. He is saying about sex equity and women’s joy to work despite being unmarried. And once again this is in 1927:)
You can give a try to this book. Anyway, we always have a choice to drop the reading that is not valuable for us:)
This entire review has been hidden because of spoilers.
January 30, 2019
I had high hopes for this book, and to be fair, the book perhaps deserves a better star rating, but it is so out-dated.
Clearly, some aspects of any auto biography are going to be "out of date," but so many of the books ideas and advice are relative only to the author's time and place.
That having been said, I am not even sure the book would be considered well written in its time. The author certainly seemed to have a charismatic life but that charisma was lacking from chapter to chapter.
I enjoyed the book, but I cannot recommend it because I derived so little value from the time I spent with it. Perhaps 50-60 years ago, more value was here to be gleaned, but that is gone now.
Clearly, some aspects of any auto biography are going to be "out of date," but so many of the books ideas and advice are relative only to the author's time and place.
That having been said, I am not even sure the book would be considered well written in its time. The author certainly seemed to have a charismatic life but that charisma was lacking from chapter to chapter.
I enjoyed the book, but I cannot recommend it because I derived so little value from the time I spent with it. Perhaps 50-60 years ago, more value was here to be gleaned, but that is gone now.
November 9, 2021
Хорошее путешествие в рекламу вековой давности от непосредственного участника всех событий. Читать и ужасаться тому, как сейчас всё сильно поменялось. Вынести оттуда вряд ли что-то полезное получится, но, что называется, "для общего развития" - вполне сойдет. Мне, как рекламисту, показалась важной и нужной.
November 6, 2017
“Tất cả sự khác biệt nằm ở cách suy nghĩ về niềm vui”
“Tất cả sự khác biệt nằm ở thái độ”
“Sản phẩm tốt chính nó luôn là công cụ bán hàng tuyệt vời nhất”
“... chúng ta không thể quyết định sở thích của mọi người ... không nên áp đặt ý kiến cá nhân của mình lên mọi người”
“Tất cả sự khác biệt nằm ở thái độ”
“Sản phẩm tốt chính nó luôn là công cụ bán hàng tuyệt vời nhất”
“... chúng ta không thể quyết định sở thích của mọi người ... không nên áp đặt ý kiến cá nhân của mình lên mọi người”
February 24, 2020
1. Memorable 5
2. Social Relevance 5
3. Informative 5
4. Originality 5
5. Thought Provoking 5
6. Expressiveness 3
7. Entertaining 4
8. Visualization 4
9. Sparks Emotion 4
10. Life changing 5
Total 45/10 = 4.5
2. Social Relevance 5
3. Informative 5
4. Originality 5
5. Thought Provoking 5
6. Expressiveness 3
7. Entertaining 4
8. Visualization 4
9. Sparks Emotion 4
10. Life changing 5
Total 45/10 = 4.5
May 9, 2020
While the book is almost 100 years old, there are plenty of nuggets that can apply to today’s marketing and advertising trends. It’s autobiography of his life working with plenty of top-named companies in the 20th century.
May 10, 2020
Claude Hopkins is retelling his greatest advertising successes. Chapters are divided by the company he talks about. There are interesting stories of advertising campaigns, as well as Hopkins' start in life. An interesting intro into the life's work of one of the greatest men in advertising history.
October 13, 2017
Best book for entrepreneur. Must read.
November 6, 2017
Some truly exceptional lessons can be learned from this book. The life of Hopkins can be applied to just about any part of professional and personal life. Put up tents and take the advice.
January 16, 2018
좋아하는 일을 하고 잘 할수 있는 일을 한다는것은 축복이다. 그 축복은 그냥 저절로 오는것이 아니다. 남들보다 더 노력하는 자에게만 주어지는 선물이다
May 1, 2020
Great story and timeless advertising lessons
September 17, 2020
There are some really great nuggets in here. Principles that haven't changed in the last hundred years. And I'm bummed that he rejected Christianity at an early age.
August 11, 2021
He may not know how to spell and at times know proper English. But he does know advertising.
November 1, 2021
Тренды рекламы 2022 года написаны в 1927
January 9, 2022
A lot of wishdom from one of the greatest advertisers ever. This is deffo comming on my re-read list!
March 5, 2022
Audiobook hoopla
May 6, 2017
While very outdated, this book still offered quite a lot to learn.
It starts out with the author giving us story after story of his experiences in advertising. From each story we learn what he considered the formulaic principles of advertising. In the second half of the book, he then goes on to show us how to apply these.
In light of social media and generally, the rise of the internet, advertising has changed more than anyone from his time could have predicted and so reading this book, you have to take that into account.
It starts out with the author giving us story after story of his experiences in advertising. From each story we learn what he considered the formulaic principles of advertising. In the second half of the book, he then goes on to show us how to apply these.
In light of social media and generally, the rise of the internet, advertising has changed more than anyone from his time could have predicted and so reading this book, you have to take that into account.
November 15, 2017
The book is an interesting collection of memorable experiences of Claude C. Hopkins when he worked as a copywriter. Alongside with his stories, he shared his fundamental but everlasting rules he concluded after decades working in advertising industry. Although this book is classified as of advertising science, the language used is quite simple and approachable. Furthermore, dispite this book was written in the 20s of the last century, its lessons are still believed that could be widely applicable in this century. This book should be in the collection of anyone who wants to work or understand about advertising industry and how it operates in business.
February 5, 2019
I am amazed by the validity of the statements in this century-old book. More than some very good tips on marketing (by the father of advertisement & the person who popularized pepsodent, goodyear tires, palmolive soap, quaker oats among other nowadays still well-known brands) this book has valuable lessons on work, life, business and ethics.
Hopkins depiction of his childhood and all his business endeavors made it a very entertaining read that almost felt like fiction.
The biggest takeaway for me was the importance of knowing about human nature when it comes to salesmanship and the impact of determination & hard work when it comes to happiness.
Hopkins depiction of his childhood and all his business endeavors made it a very entertaining read that almost felt like fiction.
The biggest takeaway for me was the importance of knowing about human nature when it comes to salesmanship and the impact of determination & hard work when it comes to happiness.
May 19, 2015
This book was awesome.
First, I loved the writing style. Short words, short sentences, straight to the point.
Second, I liked his personal anecdotes, especially ones revolving around his love of work. Sure, the case studies on his advertising practices were interesting, but I got lost when he started speaking tactically. What I really enjoyed was when Hopkins talked about the strategic mindsets that allowed him to be successful - his love of work, his tinkering/testing mindset, and his joy towards the craft.
Definitely an inspiring and quick read.
First, I loved the writing style. Short words, short sentences, straight to the point.
Second, I liked his personal anecdotes, especially ones revolving around his love of work. Sure, the case studies on his advertising practices were interesting, but I got lost when he started speaking tactically. What I really enjoyed was when Hopkins talked about the strategic mindsets that allowed him to be successful - his love of work, his tinkering/testing mindset, and his joy towards the craft.
Definitely an inspiring and quick read.
January 8, 2016
It's a short book that takes more time to read than you'd bargain for when you begin. Claude Hopkins lays out the very essence of his intuitive and rigorous way of making advertisements. You get words of wisdom that though in their entirety seem antiquated do hold nuggets that are profound. While reading, don't forget that the book was written at the beginning of the 20th century. Knowing this lets you place more respect in what Hopkins states and lets you distill the stuff that all businesses need to know. Not to mention individuals.
March 6, 2014
I usually skip reviewing books I've read in my specialties, but this one I have to tell people about.
Finally got around to reading this after hearing so many top copywriters rave about it. I read it along with "Scientific Advertising." These were originally published in the 20s, so I didn't think they'd be all that great. But hands down, THE best books on advertising, marketing, and copywriting I've ever read.
Finally got around to reading this after hearing so many top copywriters rave about it. I read it along with "Scientific Advertising." These were originally published in the 20s, so I didn't think they'd be all that great. But hands down, THE best books on advertising, marketing, and copywriting I've ever read.
December 11, 2020
Sin sacrificio no hay recompensa
Muy interesante libro, en pocas palabras el éxito esta para todos pero solo lo logran los disciplinados ,como dijeron la disciplina vencerá a la inteligencia
Muy interesante libro, en pocas palabras el éxito esta para todos pero solo lo logran los disciplinados ,como dijeron la disciplina vencerá a la inteligencia
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