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My life in advertising, by Claude C. Hopkins
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The next morning in Grand Rapids I went up to
my home and saw the family on the porch. There
were shade trees in front and many flowers in the
yard. I contrasted that setting with the stockyards,
where the outlook covered only dirty pens filled
with cattle and hogs. The way to the oflicc led
through a half-mile of mud. Then I regretted my
action. The price seemed too great to pay. Had
I not given my word I would have turned back that
morning to quiet insignificance. And now, after
looking back thirty years, I think I would turn
back this morning.
- Sales Rank: #260874 in eBooks
- Published on: 2016-01-21
- Released on: 2016-01-21
- Format: Kindle eBook
About the Author
Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measurable and justify the results that 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 researched their client products and produce "reason-why" copy. He believed that a good product 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. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins' campaigns for Pepsodent.
Most helpful customer reviews
8 of 8 people found the following review helpful.
I Had My Doubts Because It's Old...But....
By Amazon Customer
....But I trusted the fellow who recommended it to me, so I risked ninety nine cents for the Kindle edition and won a gold mine of experiential knowledge that anyone who writes copy for the web or advertising for other media should be willing to sacrifice heavily for.
The book is old, but Mr. Hopkins' insights, that he gained through lots of hard work, and trial and error are timeless because people are the same today as they were at the turn of the 20th century.
The reader has only to make a minor mental adjustment to follow some of the wording that seems unusual today, and to make adjustments for the modern human attitude and technology.
I highly recommend this book to anyone who has to persuade people to buy their, or someone else's product or service. This book will shorten the advertiser's or student's learning curve significantly. If you're finished learning, you won't need this book.
5 of 5 people found the following review helpful.
Great book; timeless business truths...
By Catfish
This book was written 70+ years ago and every basic concept on advertising/marketing still applies today. Advertising, marketing, media, etc., have certainly evolved and become far more sophisticated during that time but human nature hasn't changed. This book is a primer on all the basics of advertising and data-driven marketing and is an interesting read as a pseudo-biography as well. At $0.99 for the Kindle you can't go wrong.
2 of 2 people found the following review helpful.
Full circle
By Whatzit
The amazing thing that I got from this "old" book and the words of a brilliant man who died almost a century ago, is that the more we advance as a society, the more we rely upon our primal curiosity about any value proposition before we buy. He had it figured out way ahead of the pack... and it's still valid.
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