In this groundbreaking work, written after he retired as president and chairman of one of the world's biggest ad agencies, Hopkins shares the secrets of successful marketing that are just as relevant today as they were almost a century ago. American advertising pioneer Claude C. Hopkins is still renowned today for developing such marketing innovations as coded coupons that could be used to track the success of varying offers. His methods are still prized for their efficacy today. Many regard a successful marketing campaign as a mystical, hard-to-define feat that only happens when the stars align and other intangible factors happen to fall into place. Author Claude Hopkins takes the opposing view, arguing that successful advertising can be boiled down to a handful of empirical variables and scientific principles. This classic of the marketing genre is a must-read for aspiring businesspeople and entrepreneurs.
