Böcker av Claude Hopkins

The essential guidebook on how to make your marketing and advertising more profitable--faster. You already have a great product or service--how do you build a narrative around it that speaks to your customers' attitudes, interests, and needs? Drawing on established techniques and proven methods, Scientific Advertising by Claude Hopkins eliminates the guesswork from advertising so that you can actually get a measurable and substantive ROI. Students and experts alike will benefit from the timeless principles in this book, such as how to: Create a winning personality for your adsIncentivize people to buy without using sensationalism or empty rhetoricStrategically incorporate visual design elements into adsHarness the power of coupon advertising, product sampling, and direct-mail marketingRun test campaigns to make smarter decisions about your advertising dollarsKnown as the "father of modern advertising techniques," Claude C. Hopkins transformed the marketing industry when he published Scientific Advertising, which is largely considered to be the landmark book on direct response marketing and split testing. More relevant today than ever before, Scientific Advertising provides a solid foundation in branding, writing compelling marketing copy, and testing and measuring advertising campaigns that will enhance not only your print marketing plan, but also your digital marketing and e-commerce strategies. Increase your company's bottom line, stop wasting time and losing money on advertising focused merely on brand awareness or entertainment, and start leveraging salesmanship in advertising to boost sales and attract new customers.

A founding father of modern advertising discusses the lure of telling a story, use of headlines and art, the power of specificity, and the value of samples and testing campaigns.

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) Claude Hopkins, the father of modern advertising techniques, believed that "advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In scientific advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, The fundamental principles of scientific advertising are universal and timeless.

Unlike any other reprint of the original, unedited 1923 text by Claude Hopkins, this version provides more practical information on how to implement the concepts that Hopkins made famous. Each chapter is linked to a web video where marketing maverick Pete Mitchell is grilled about the real life implementation of the ideas made famous in this book. This groundbreaking book is essential reading for anyone looking to generate an never ending supply of qualified prospects begging to do business with them. David Ogilvy once said "Nobody 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." Experience this unique version of "Scientific Advertising" and crush your competition like ants on the sidewalk!