In 1923, Claude C. Hopkins wrote a small book that forever changed the way we think about advertising. Scientific Advertising argued something radical for its time: that advertising is neither art nor inspiration, but a science with measurable results.

Hopkins was not a theorist. He was the man behind the campaigns that made Pepsodent and Palmolive soap famous, the copywriter whom Lord & Thomas paid $185,000 a year — an amount equivalent to over $4.6 million in today's value. His work was linked to hundreds of millions of dollars in profitable sales.

In 21 brief chapters, he lays the foundations of what we now call direct response marketing: writing headlines that capture attention, using specific numbers instead of vague claims, test campaigns, measuring the actual performance of each advertisement, and calculating the cost of acquiring a new customer.

The book includes:
How the laws of advertising were established
Advertising as the art of selling
Ad headlines and reader psychology
The value of specific wording
Test campaigns and measurement of results
The use of samples, securing distribution, strategy
Personality, negative advertising, letter writing, brand name selection
Why it continues to be read a century later.

David Ogilvy, who wrote the introduction to the 1960 edition, stated that the book changed the course of his life and that no one should engage in advertising without reading it seven times. In Ogilvy on Advertising, he called Hopkins "the father of modern advertising." Jay Abraham has said that he read it over sixty times and that it was the spark for his career.

It is addressed to marketers, copywriters, e-shop owners, freelancers, and entrepreneurs who want their advertising to be based on principles proven in practice.

Publication details:
Original title: Scientific Advertising
Author: Claude Clarence Hopkins
Translation: Philippos Sannos
Pages: 182
Dimensions: 14.5 × 21.5 cm
Language: Greek — Original language: English
ISBN: 978-618-88539-2-8