Nobody 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
The moment I saw these words an immediate investigation began: who, what, where, why, and how could I acquire this book?
Because when the “father of advertising” gives that sort of praise, you better listen.
The work in question, Scientific Advertising, was written by none other than the legendary Claude C. Hopkins. Many a master copywriter has hailed it as one of the most important works on marketing ever written.
Truthfully, no blog post could replace the experience of reading the book in its entirety. If nothing else, I’d simply like to be a conduit for some of the fundamental lessons inside.