Book Review: Scientific Advertising
Ian Lurie Aug 27 2006
I just finished reading Scientific Advertising by Claude C. Hopkins (1866-1932). It was first published 40-50 years ago, written by a guy who started his adult life as a lay preacher. Doesn’t sound like a great recipe for a guide to advertising in the internet age.
But this book is a must if you’re serious about advertising. Hopkins can get a little preachy (hello, started as a lay preacher) but his advice is sound, practical and timeless. Nuggets include:
- Don’t use pictures unless they add to the message.
- Measure everything.
- Give specifics in your ads.
These methods work. They always have. They always will.
You don’t have to take my word for it though: David Ogilvy said:
“Nobody should be allowed to have anything to do with advertising until he has read this book (Scientific Advertising) seven times.”
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More