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Valentin Vincendon
  • ABOUT
  • ESSAYS
    • A "sudden strong wind": the worst excuse Ever Given?
    • Post-COVID-19 stock market prices
    • No, COVID-19 is NOT a new HIV
    • Chernobyl wildfires & radiation risk
    • Mass Movements in the 21st Century - Bitcoin, Terrorism & Social Warriors
    • Xiaomi and the future of IoT
    • Powering Decisions with Data Analytics
  • NEWSLETTERS
  • BOOK SUMMARIES
    • Active Index Investing
    • Advances in Financial Machine Learning
    • Aftermath
    • Anarchy, State, and Utopia
    • The Art of Learning
    • Clean Code
    • The Compound Effect
    • ChiRunning
    • Extreme Ownership
    • The Hard Things about Hard Things
    • High Output Management
    • Inside the Third Reich
    • Inspired
    • The Internet of Money
    • The Last Prussian
    • Lean Analytics
    • Making Sense of Stream Processing
    • Mastering the VC Game
    • The Miracle Morning
    • Modern Monopolies
    • Principles of International Taxation
    • The Road to Serfdom
    • Scientific Advertising
    • Spy the Lie
    • The Theory of Poker
    • The True Believer
    • Wealth Secret of the 1%
    • What You Do Is Who You Are
Valentin Vincendon
  • ABOUT
  • ESSAYS
    • A "sudden strong wind": the worst excuse Ever Given?
    • Post-COVID-19 stock market prices
    • No, COVID-19 is NOT a new HIV
    • Chernobyl wildfires & radiation risk
    • Mass Movements in the 21st Century - Bitcoin, Terrorism & Social Warriors
    • Xiaomi and the future of IoT
    • Powering Decisions with Data Analytics
  • NEWSLETTERS
  • BOOK SUMMARIES
    • Active Index Investing
    • Advances in Financial Machine Learning
    • Aftermath
    • Anarchy, State, and Utopia
    • The Art of Learning
    • Clean Code
    • The Compound Effect
    • ChiRunning
    • Extreme Ownership
    • The Hard Things about Hard Things
    • High Output Management
    • Inside the Third Reich
    • Inspired
    • The Internet of Money
    • The Last Prussian
    • Lean Analytics
    • Making Sense of Stream Processing
    • Mastering the VC Game
    • The Miracle Morning
    • Modern Monopolies
    • Principles of International Taxation
    • The Road to Serfdom
    • Scientific Advertising
    • Spy the Lie
    • The Theory of Poker
    • The True Believer
    • Wealth Secret of the 1%
    • What You Do Is Who You Are
  • More
    • ABOUT
    • ESSAYS
      • A "sudden strong wind": the worst excuse Ever Given?
      • Post-COVID-19 stock market prices
      • No, COVID-19 is NOT a new HIV
      • Chernobyl wildfires & radiation risk
      • Mass Movements in the 21st Century - Bitcoin, Terrorism & Social Warriors
      • Xiaomi and the future of IoT
      • Powering Decisions with Data Analytics
    • NEWSLETTERS
    • BOOK SUMMARIES
      • Active Index Investing
      • Advances in Financial Machine Learning
      • Aftermath
      • Anarchy, State, and Utopia
      • The Art of Learning
      • Clean Code
      • The Compound Effect
      • ChiRunning
      • Extreme Ownership
      • The Hard Things about Hard Things
      • High Output Management
      • Inside the Third Reich
      • Inspired
      • The Internet of Money
      • The Last Prussian
      • Lean Analytics
      • Making Sense of Stream Processing
      • Mastering the VC Game
      • The Miracle Morning
      • Modern Monopolies
      • Principles of International Taxation
      • The Road to Serfdom
      • Scientific Advertising
      • Spy the Lie
      • The Theory of Poker
      • The True Believer
      • Wealth Secret of the 1%
      • What You Do Is Who You Are

Scientific Advertising

Claude C. Hopkins

1923

Chapter 1 – How Advertising Laws are established
Chapter 2 – Just Salesmanship
Chapter 3 – Offer Service
Chapter 4 – Mail Order Advertising - What it Teaches
Chapter 5 – Headlines
Chapter 6 – Psychology
Chapter 7 – Being Specific
Chapter 8 – Tell Your Full Story
Chapter 9 – Art in Advertising
Chapter 10 – Things Too Costly
Chapter 11 – Information
Chapter 12 – Strategy
Chapter 13 – Use of Samples
Chapter 14 – Getting Distribution
Chapter 15 – Test Campaigns
Chapter 16 – Leaning on Dealers
Chapter 17 – Individuality
Chapter 18 – Negative Advertising
Chapter 19 – Letter Writing
Chapter 20 – A Name that Helps
Chapter 21 – Good Business

Chapter 1 – How Advertising Laws are established

"Conclusions are always based on cost per customer or cost per dollar of sale."


Chapter 2 – Just Salesmanship

"The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales."

"Would it help a salesman sell the goods?"

"Would it help me sell them if I met a buyer in person?"

Act if you were trying to sell to a single half-sold person in front of you: no loud text, no restriction in length, no fioriture, no joking around.


Chapter 3 – Offer Service


Chapter 4 – Mail Order Advertising - What it Teaches

"The more you tell the more you sell" – use 100% of the space for selling purposes, including with illustrations.


Chapter 5 – Headlines

"The purpose of the headline is to pick out people you can interest."


Chapter 6 – Psychology


Chapter 7 – Being Specific


Chapter 8 – Tell Your Full Story

"When you once get a person's attention, then is the time to accomplish all ever hope with him."

"In one reading of an advertisement one decides for or against a proposition."

"In every ad consider only new customers. People using your product are not going to read your ads. They have already read and decided. You might advertise month after month to present users that the product they use is poison, and they would never know it. So never waste one line of your space to say something to present to existing users, unless you can say it in your headlines. Bear in mind always that you address an converted prospect.

Any reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. So do your level best. That reader, if you lose him now, may never again be a reader."

"A man interested enough to buy a car will read a volume about it if the volume is interesting."


Chapter 9 – Art in Advertising

Use art only if it can sell strictly better than the same amount of text (or any other content in the same space)

"The probability is that [art] repetition is an economy. We are after new customers always. It is not probable that they remember a picture we have used before. If they do, repetition does not detract."


Chapter 10 – Things Too Costly

Don't advertise for the benefit of others.


Chapter 11 – Information


Chapter 12 – Strategy

"We cannot go after thousands of men until we know how to win one."

"People don't quit habits without reason."


Chapter 13 – Use of Samples

Don't be cheap – being cheap is expensive.

Free is always incredibly powerful. "Before a prospect is converted, it is approximately as hard to get half price for your article as to get the full price for it."

"Give sample to interested people only. Give them only to people who exhibit that interest by some effort."


Chapter 14 – Getting Distribution


Chapter 15 – Test Campaigns

A/B testing


Chapter 16 – Leaning on Dealers

"People who buy through casual recommendations do not often stick."


Chapter 17 – Individuality


Chapter 18 – Negative Advertising

Always focus on the positive and never badmouth.


Chapter 19 – Letter Writing


Chapter 20 – A Name that Helps

A company/product name that can be trademarked and build brand value is a definite asset in the long run.


Chapter 21 – Good Business

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