Copywriting Dynamite: ‘Scientific Advertising’

If you are a serious student of marketing you will want to read and study Scientific Advertising by Claude Hopkins. Published in 1923, it continues to be an invaluable reference work for copywriters and marketers. David Ogilvy claimed that it changed the course of his life.

Claude invented test marketing, sampling by coupon and copy research. He was forever experimenting and testing new ideas in search of better results. “Almost any question can be answered, cheaply, quickly and finally by a test campaign. And that’s the way to answer them - not by arguments around the table”, he wrote.

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