Scientific Advertising by Claude C. Hopkins

I just finished this yesterday and I highly recommend it. The main message i drew from the book is that behind every written word, picture or initiative there are numbers telling you how effective are these actions. Some excerpts bellow:

“The only purpose of advertising is to make sales.It is profitable or unprofitable according to its actual sales. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make.”

“That is one of the greatest advertising faults. Ad writers abandon their parts. They forget they are salesmen and try to be performers. Instead of sales, they seek applause.”

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