Product Details

• Amazon Sales Rank: #162452 in Books
• Published on: 1966-01-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 318 pages

Customer Reviews

I have just started as a junior copywriter...
I started as a Junior copywriter this week and made this the first book I bought. I heard about it via the senior copywriter. It is somewhat unbelievable that this book (the second part) was written in the 1920s. The advice is so wise and immutable that it immediately instills confidence. It is neither airy-fairy nor theoretical: it's highly practical, and takes away that nervous feeling of being new and knowing nothing. IF YOU ARE NEW IN ADVERTSING BUY THIS BOOK.

The principles still apply
Many sales and marketing guru's and copywriters for that matter, cite Claude Hopkins as a major influence in terms of the techniques they learned from his work and the principles he explains in the many mini case studies and examples in these two works.

I agree with the guru's the man was a genius, I have copies in my collection of various ads that Mr Hopkins created. Not only was he a great copywriter he understood how to structure deals to generate interest, using coupons and direct response mechanisms, that can easily be applied to today.

Here's a quote to end this review.

`Argue anything for your own advantage and people will resist to the limit. But seem unselfishly to consider your customers desires, and they will naturally flock to you.'

It's one of those books you need to read a few times, making notes in the margin, asking yourself the question. How can I apply this to my business?

Unmissable
If you're involved, interested or thinking about going into advertising - read this book. It mayhave been written in the 20s but it is still relevant today.