| The advertising profession of late has fallen off the shoulders of its giants Hopkins, Caples, Bernbach, Burnett, Rubicam, Ogilvy and others. Even direct marketing, the profession that most closely adheres to Hopkins' crystal clear, succinct approach, is often in danger of taking the road most travelled and following its advertising brethren into the heart of the woods to wander aimlessly.
Hopkins to the rescue.
If you're a copywriter in the profession of marketing or advertising, or if you're a student wishing to gain the best education possible, Claude Hopkins' Scientific Advertising should be in your hands daily. Underline it. Quote it. Memorize it. Pledge allegience to it. Defend it at all costs.
This book will help you write more clearly, sell more powerfully and make more money for your clients than ever before.
Claude C. Hopkins was an "Ad Man" and copywriter who did his best work in the early part of this century. His classic book, Scientific Advertising, was first published in 1923. Don't let the title fool you. This is not some boring academic text. Far from it. It's a concise guide to human buying behavior and applied psychology (sixty fast-reading pages). | 
