DV Weekend Pickup #57

Scientific Advertising by Claude Hopkins

A business classic about inbound sales principles that has truly stood the test of time. First edition was written in 1923, it has largely been regarded as a must-read in the marketing genre ever since. Honestly, at 78 pages, there's really no excuse if you call marketing home. But hey, don't take my word for it. Legendary advertiser David Ogilvy once said...

"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times. It has changed the course of my life."

The overall thesis is that advertising has become so precise that it requires zero guess work. It's now a systematic, well-tested, and highly predictable process that erases theories or opinions, and emphasizes proven principles (facts.) Hopkins claims the only uncertainties lie in the people and products, not the method.

"Take the opinion of no man, whom know nothing about his returns."

Quickly reminding you that advertising is no lazy mans field. If you want to maximize profits then understanding your data is of the utmost importance. Science is about testing and experimenting hypothesis, as is advertising and marketing. The book is full of insight but admittedly at times I found myself reading one sentence 10 times just to fully comprehend it. The early 20th century terminology makes you work to find the magic, but it's worth it.

Crush the day!