Understand and use the concepts of successful advertising

Whether you are considering a career in advertising or trying to find the best way to market your product, start with Hopkins and then move onto the rest.

In this powerful book he explains the process to get (and measure) results from your advertising.

Claude Hopkins wrote 'Scientific Advertising' in 1923, but his insight into consumer behaviour still holds. The aim was to explain the rules of advertising and what makes consumers buy, so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write adverts which sell with certainty.

Hopkins clearly shows how to write copy, provides methods for testing it and shows how evidence based advertising gets results in a measurable and cost effective way.