#544

Mentioned in 35 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.

Mentioned by

Kieran Flanagan

Kieran Flanagan

Spencer Greenberg

David Garfinkel

Mentioned in 35 episodes

Recommended by

David Senra

as essential reading for aspiring advertisers.

#306 David Ogilvy (Confessions of an Advertising Man)

Mentioned by

David Senra

while discussing advertising techniques.

#361 Estée Lauder

Mentioned by

David Senra

in relation to his book "Scientific Advertising" and sales techniques.

#217 Estée Lauder

Mentioned by

David Senra

as a foundational text in advertising.

Sessions: David Senra (Founders Podcast)

Mentioned by

David Senra

as one of the most useful books on advertising.

#189 David Ogilvy (The book I've given as a gift the most)

Recommended by

David Senra

as a bonus episode to complement his biography on Albert Lasker, given their 17-year collaboration.

#207 Claude Hopkins (Scientific Advertising)

Recommended by

Archie Abrams

as a book on first principles thinking in advertising.

Breaking the rules of growth: Why Shopify bans KPIs, optimizes for churn, prioritizes intuition, and builds toward a 100-year vision | Archie Abrams (VP Product, Head of Growth at Shopify)

Mentioned by

David Senra

as a highly influential book on advertising, recommended to be read multiple times.

#169 David Ogilvy (The King of Madison Avenue)

Mentioned by

David Senra

as an influential figure in advertising.

Recommended by David Ogilvy as a must-read for aspiring advertisers.

#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.

#206 Albert D. Lasker (the creation of the advertising industry)

Mentioned by the podcast host in the context of sales techniques.

#231 William Rosenberg (Founder of Dunkin Donuts)

Mentioned by

Jeff Walker

as the first book he used to teach his son, Dan, about copywriting.

SPI 847: The 2025 Product Launch Formula with Jeff and Dan Walker

Recommended by

David Senra

for its lessons on incentivizing and motivating humans.

#171: Chuck Feeney (The Billionaire who gave all of his money away)

Mentioned by

Kieran Flanagan

as a foundational figure in scientific advertising, whose book is essential reading for marketers.

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.

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.

Will tips from a 102-year-old marketing book work in 2025?

Mentioned by

Alex Schultz

as a 100-year-old book discussing split testing in an offline world.

The one with Meta’s CMO and VP Analytics Alex Schultz about timeless truths, and measuring for incrementality and impact.

Mentioned by

David Garfinkel

as a book that anyone doing advertising should read multiple times.

The One Top Copywriting Skill For The Future

Recommended by

Spencer Greenberg

as a classic book on advertising.

Learning and Goal-Setting (with Michael Simmons)

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