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Scientific Advertising

The Original text of Scientific Advertising by Claude Hopkins

Scientific Advertising

The world’s most highly regarded book on advertising, marketing, and copywriting.

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Table of Contents:

1. How advertising laws are established

2. Just salesmanship

3. Offer service

4. Mail order advertising — what it teaches

5. Headlines

6. Psychology

7. Being specific

8. Tell your full story

9. Art in advertising

10. Things too costly

11. Information

12. Strategy

13. Use of samples

14. Getting distribution

15. Test campaigns

16. Leaning on dealers

17. Individuality

18. Negative advertising

19. Letter writing

20. A name that helps

21. Good business

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