Drayton Bird on Claude Hopkins' Scientific Advertising

"What would Hopkins do?"

To my delight and glee, I learned recently that when faced with a marketing conundrum, a client I know asks himself, "What would Drayton do?"

It raised a smile, because to this day, I often find myself musing, "What would Hopkins do?"


	"My battered old copy of Scientific Advertising"

As you'll know, Claude Hopkins' Scientific Advertising, is a must read for anyone serious about marketing.

My old boss, David Ogilvy (have I mentioned this before?) said nobody should be allowed to work in advertising until they have read Claude's remarkable little book at least seven times.

But back to Hopkins and that book - which I must have dipped into over 100 times - and never failed to come up with an idea.

Not only do I consider it the best book written on marketing by a long stretch, it's a short easy read - so there really are no excuses if you've not read it.

And it is just as relevant today as it was 90 years ago.

People don't really believe me when I say that - but it's true. In fact, I could walk you through Scientific Advertising, chapter by chapter, and show you how it still applies in spades today.

I'd also wager the shirt on my back if businesses applied Claude's teachings, they would see a substantial increase in results, and quickly too. Because God help them, they haven't even got to where he was 90 years ago.

How anyone can dismiss the book as outdated is beyond me - and funnily enough, I was having this conversation with my partner, Al, only last week. His response?

"Hopkins was - and still is - a marketing genius"

"Why don't you, then?"

"Why don't I what?"

"Go through Scientific Advertising, chapter by chapter."

You can see where this is going, can't you?

All 21 chapters took me 1 hour, 27 minutes to go through in detail. I don't read the book - I just pick out the bones of what applies today, and why.

Think of it as Hopkins distilled.

You can watch it, pick out what will make the most difference to your business and instantly start beavering away on it.

Of course, I'm biased, but I'm really pleased with this video.

So naturally, if you want to humour me and watch it, I'll happily give you the guilt free, 60 day money back guarantee, no questions asked.

To get it, just click on the button below.

You'll also get an MP3 audio download. And of course, you can download the video itself (I can't stand it when videos are locked away in the mysterious 'cloud').

What's more, this is an investment that won't break the bank - just $29.97. I hope you like it as much as I do.

But more importantly, I hope you watch it, and get a flash of inspiration you can profit from (frankly, I think that is exactly what will happen. Make no mistake - Hopkins was, and is, a genius).

I'll leave you with one last thought.

Scientific Advertising is the only book I have flicked through, since the day I first saw it - almost throughout my entire career.

So if you're sitting on the fence, this is one product you should take a chance on. It will take you 1 hour and 27 minutes to find out it was no chance at all, but a sound investment.

Best

Drayton.