#521
Mentioned in 30 episodes
Scientific advertising
Book • 2023
Written in 1923, 'Scientific Advertising' by Claude C. Hopkins is a seminal work in the advertising industry.
The book outlines an advertising approach based on testing and measuring, highlighting the importance of split testing and coupon-based customer tracking.
Hopkins stresses that advertising should be treated as a science, with every ad rigorously tested to determine its effectiveness.
He also emphasizes the power of direct response and the need for ads to focus on salesmanship, encouraging immediate action from the target audience.
The book is widely regarded as a must-read for anyone in marketing and advertising, with principles that remain relevant today.
The book outlines an advertising approach based on testing and measuring, highlighting the importance of split testing and coupon-based customer tracking.
Hopkins stresses that advertising should be treated as a science, with every ad rigorously tested to determine its effectiveness.
He also emphasizes the power of direct response and the need for ads to focus on salesmanship, encouraging immediate action from the target audience.
The book is widely regarded as a must-read for anyone in marketing and advertising, with principles that remain relevant today.
Mentioned by
Mentioned in 30 episodes
Recommended by 
David Senra as a bonus episode to complement his biography on Albert Lasker, given their 17-year collaboration.
David Senra as a bonus episode to complement his biography on Albert Lasker, given their 17-year collaboration.
371 snips
#207 Claude Hopkins (Scientific Advertising)
Mentioned by David Senra as a highly influential book on advertising, recommended to be read multiple times.
David Senra as a highly influential book on advertising, recommended to be read multiple times.290 snips
#169 David Ogilvy (The King of Madison Avenue)
Recommended by David Ogilvy as a must-read for aspiring advertisers.
282 snips
#170 Claude Hopkins (A Life in Advertising)
Mentioned by David Senra as a highly recommended book on advertising, written by a copywriter who worked with Lasker.
David Senra as a highly recommended book on advertising, written by a copywriter who worked with Lasker.103 snips
#206 Albert D. Lasker (the creation of the advertising industry)
Mentioned by the podcast host in the context of sales techniques.
94 snips
#231 William Rosenberg (Founder of Dunkin Donuts)
Mentioned by 
Kieran Flanagan as a foundational figure in scientific advertising, whose book is essential reading for marketers.
Kieran Flanagan as a foundational figure in scientific advertising, whose book is essential reading for marketers.
49 snips
If You Can Adopt These Marketing Principles, Ai Can’t Hurt You
Mentioned by 
Kieran Flanagan when discussing the importance of using customer language in marketing.
Kieran Flanagan when discussing the importance of using customer language in marketing.42 snips
How To Master Sales Prospecting With Ai In 2024
Mentioned by Phill Agnew as a book that changed his life and is considered a must-read by many marketing veterans.
40 snips
Will tips from a 102-year-old marketing book work in 2025?
Mentioned by David Garfinkel as an example of building trust through showcasing the process and facts behind Schlitz beer's purity.
22 snips
Nurturing Your Prospect
