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Monday, April 16, 2012

Happy Birthday Freebie

To celebrate Claude Hopkins birthday (4/18), I’m giving away one of his books (no opt-in, no registration) ... more about that later ...

If you’re involved with marketing, sales or advertising, you should be familiar with Claude C. Hopkins; he’s HopHthe guy who essentially invented many of the concepts that we take for granted today like test marketing, sampling technology, coded coupons and the concept of pre-emptive advertising.

Considered by many to be the "Father of Modern Day Advertising" and the greatest ad-man who ever lived, in the early part of the 20th century Claude Hopkins was making $185,000 a year (equal to over $4-million in today’s money) and the sales, marketing and advertising principals he pioneered are still relevant today. He insisted copywriters acquire detailed knowledge of client products and produce targeted “reason-why” copy, believing that a good product was often its own best salesperson. He also promoted couponing, premiums, free samples, mail order and copy testing.

It is easy to say that times have changed and what worked a century ago will not work today. There is no doubt that a lot has changed; but not basic human behavior. So the principles are still the same ... and nobody understood those principles better than Claude Hopkins.

To celebrate his birthday, I’m giving away a copy of his classic book “Scientific Advertising”. Legendary ad man David Ogilvy had this to say about Hopkins' masterwork:

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

“Scientific Advertising” is a book on the philosophy that advertising’s purpose is to sell, not entertain or win creative awards – and how to apply this philosophy to create winning ads. It is not a large or complicated book, but it is packed with profound insights from one of the pioneers of modern advertising.

Many of today’s top marketers recognize “Scientific Advertising” as essential to their success and use his concepts daily to market a variety of products and services. It does not matter what type of advertising medium used, from print advertising to the Internet, the fundamentals taught by Hopkins are universal and still relevant today.

So follow David Ogilvy’s advice and spend some time with Claude Hopkins; you can profit from his ideas – just like the masters of today do.

Get your free copy here (no opt-in, no registration): Scientific Advertising

NOTICE: Free Download Page will be unavailable after 4/25/12

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