1866–1932
2 passages in library
The competent advertising man must understand psychology.
— Claude Hopkins
Pioneer of modern advertising, Hopkins transformed the field from art to science. His book 'Scientific Advertising' established principles of testing, measurement, and psychology that remain foundational today. He proved that effective copy comes from understanding human nature, not creative brilliance.
Direct, no-nonsense prose
Evidence-based claims
Focus on benefits over features
Understanding of human psychology
Testable, measurable principles
Scientific Advertising
My Life in Advertising
Type along with these passages to absorb Claude Hopkins's style and techniques.
Tested Sentences That Sell
Persuasion with Structure (AIDA)
Scientific Advertising
Clarity and Simplicity
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