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"Scientific Advertising" was written by Claude C Hopkins in 1923 and is cited by many advertising and marketing giants as a "must-read" book.
"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times" – David Ogilvy
This version has been formatted specifically for the Kindle (all flavors) and includes a fully linked table of contents. This version contains all the original content as written by Claude C. Hopkins.
Scientific Advertising, written before the adoption of cheap 4-color printing, lays out the fundamental principles one needs to successfully monetize text-based advertising. If you are thinking about spending money in online advertising, through PPC, a directory service like Yelp, or banner ads on your favorite website, then the rules and principals of "Scientific Advertising" will apply to you. Advertising with Google AdWords or Bing is nothing more than large scale, direct mail advertising. You have a prospect that has shown interest in your product (via a keyword search). If and how you convert that prospect into a client or customer is what this book lays out.
Today’s marketing tools, PPC, SEM, Marketing Automation, can all benefit from the principals in Scientific Advertising. The entire online advertising process including keyword selection, landing page development, form building, and drip marketing will benefit from tweaking and optimization.