I recently merged my library with my blog. I had multiple resources, books and teleseminar recordings on various sites, but decided to consolidate them all and add them to my blog.

Reason? The fact that these resources are no longer as scattered makes them easier to find and follow. If you want to bookmark these pages or even tell others about them, please do!

Read the rest or post a comment »

Scientific Advertising by Claude C. Hopkins is a timeless classic written many years ago but a book whose powerful principles still ring true to this day.

It contains 21 chapters of timeless strategies you don't want to ignore in your advertising and marketing efforts.

In fact, David Ogilvy once said: "Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times."

I highly recommend that your read this book, which is brought to you free, before you spend any money on other copywriting books.

Read the rest or post a comment »

A rapid stream ran by the writer’s boyhood home. The stream turned a wooden wheel and the wheel ran a mill. Under that primitive method, all but a fraction of the streams potentiality went to waste.

Then someone applied scientific methods to that stream — put in a turbine and dynamos. Now, with no more water, no more power, it runs a large manufacturing plant.

We think of that stream when we see wasted advertising power. And we see it everywhere — hundreds of examples. Enormous potentialities — millions of circulation — used to turn a mill wheel. While others use that same power with manifold effect.

Read the rest or post a comment »

There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a name. Cream of Wheat is another. That name alone has been worth a fortune. Other examples are Dutch Cleanser, Cuticura, Dynashine, Minute Tapioca, 3-in-One Oil, Holeproof, Alcorub, etc.

Such names may be protected, yet the name itself describes the product, so it makes a valuable display.

Other coined names are meaningless. Some examples are Kodak, Karo, Sapolio, Vaseline, Kotex, Lux, Postum, etc. They can be protected, and long-continued advertising may give them a meaning. When this is accomplished they become very valuable.

Read the rest or post a comment »

This another phase of advertising which all of us have to consider. It enters, or should enter, into all campaigns. Every business man receives a large number of circular letters. Most of them go direct to the waste basket. But he acts on others, and others are filed for reference.

Analyze those letters. The ones you act on or the ones you keep have a headline which attracted your interest. At a glance they offer something that you want, something you may wish to know.

Remember that point in all advertising.

Read the rest or post a comment »

To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always appear a good fellow.

Show a bright side, the happy and attractive side, not the dark and uninviting side of things. Show beauty, not homeliness; health, not sickness. Don’t show the wrinkles you propose to remove, but the face as it will appear. Your customers know all about wrinkles.

In advertising a dentifrice, show pretty teeth, not bad teeth. Talk of coming good conditions, not conditions which exist. In advertising clothes, picture well-dressed people, not the shabby. Picture successful men, not failures, when you advertise a business course. Picture what others wish to be, not what they may be now.

Read the rest or post a comment »

A person who desires to make an impression must stand out in some way. Being eccentric, being abnormal is not distinction to covet. But doing admirable things in a different way gives one a great advantage.

So with salesmen, in person or in print. There is uniqueness which belittles and arouses resentment. There is refreshing uniqueness which enhances, which we welcome and remember. Fortunate is the salesman who has it.

We try to give each advertiser a becoming style. We make him distinctive, perhaps not in appearance, but in manner and in tone. He is given an individuality best suited to the people he addresses.

Read the rest or post a comment »