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Thanks for celebrating Claude Hopkins
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Enjoy the book ... here's an exciting opportunity for success-oriented people
who are involved in sales, marketing and advertising
"Missing for Years! You Can
Hopkins' Lost 3rd Book and
the Recently Rediscovered
the Desk of Scott Frothingham
just gotten access to information that most people, including your competition, are probably unaware exists.
It’s a little-known third book from marketing genius Claude C. Hopkins. This has recently resurfaced and you can
be one of the few people to see it in years.
your career involves advertising, marketing, copywriting or sales, then you can reach greater levels of
achievement by learning from Claude Hopkins. In fact, most successful businesspeople in your field have already
been exposed at some level to his books “Scientific Advertising” and “My Life in Advertising”.
quote David Ogilvy, the founder of the esteemed Ogilvy & Mather agency:
"Nobody should be allowed to have anything to do with advertising until he has read this book
seven times. It changed the course of my life."
was referring to the classic "Scientific Advertising" written by Claude Hopkins in 1923, a book that today’s
copywriters and marketers still religiously read to learn the timeless, response-generating strategies he
is responsible for many marketing concepts we take for granted; spearheading strategies such as salesmanship in
advertising, testing campaigns, using coupons for lead generation and more. In 1927, he published an
autobiographical entitled, "My Life in Advertising" which also holds a special place in the personal libraries
of sales, advertising and marketing professionals.
what almost no one knew (until now) is that Hopkins wrote a
it was never published for sale, it has remained “off the radar” for almost a century.
In this “rediscovered” book you’ll find tricks, secrets, strategies and techniques that Hopkins
used to structure money-making advertising. It’s a rare chance to peek inside the mind of perhaps
the world's greatest ad-man and to learn how he crafted campaigns that started entire new
This book was originally used to promote the expertise and services of the firm that Hopkins helped build into one
of the largest, most influential and profitable advertising agencies of its day, Lord & Thomas. And, in true Hopkins style, it was offered
through a unique multi-step lead generation
campaign to attract ideal prospects for Lord & Thomas.
placed informational ads about Lord & Thomas in full-page newspaper ads. “Buried” in the ad, this book –
that shared powerful secrets about creating profitable advertising campaigns – was offered for free. That
way, the only people who learned of the offer had to read almost the entire ad first, thus making them a
more qualified prospect. And then the prospect had to mail in a request for the offer.
only was this a good way to identify serious prospects, but the book itself was ahead of its time as a
sophisticated marketing tool that subtly and discreetly included selling/positioning while delivering great
content on making money with advertising. Interestingly, Hopkins did not
talk about this multi-step lead generation technique (ad + free offer “buried” in ad + book that subtly sells)
in his other two books. This probably fell into the category of Lord & Thomas trade secrets
for promoting their own business.
technique was unique for the time and, in the past few years, has resurfaced as a very popular lead generation
tactic on the Internet. Was the campaign (and others like it) effective? To quote the legendary David Obilvy
again; when speaking of Lord & Thomas owner Albert Lasker, he said "Albert
Lasker made more money than anyone else in the history of the advertising business".
Also contributing to that great success was
another missing manuscript that has been
“hidden” for years: The Hopkins
Claude C. Hopkins
For advertising agency Lord & Thomas,
legendary adman/copywriter Claude C.
Hopkins summarized his philosophies
in a set of 41 creeds. These defined his
personal mission statement, set the bar
for others in the company and made a
commitment to the outside world of clients
and competitors. This is one way that Hopkins threw down the gauntlet and put the world on
notice that he was going to change the face of
his industry. And he did just that.
As part of this package it seems appropriate to
include Hopkins' autobiography
My Life In Advertising detailing his 35-years in the
My Life in
From couponing to sampling to testing campaigns, Claude Hopkins was precise, deliberate and,
without question, well ahead of his time. There was a reason he was earning close to $200,000 a
year (a staggering amount for that period in history when the average worker earned less than
$1,000 per year and a good accountant earned $2,000).
his is his second book, published 4 years after his legendary “Scientific Advertising” and 5 years
before his death. Although autobiographical, Hopkins wrote this as a “business story” and not a
“personal history”. As such it features “case studies” that illustrate his philosophies and
Hopkins’ experiences offer useful lessons. Enjoy learning from the master.
To round out this marketing success
library, here are two books from
the marketing genius John E. Kennedy who proceeded Hopkins at
Lord & Thomas Advertising and pioneered "Reason Why"
John E. Kennedy was a pioneer of modern advertising and marketing
In 1914, he was paid $25,000 (a hefty sum in the early 20th century) to write a report to a group of publishers on what could
be done to improve advertising. This is that report: Intensive
Times have changed over the last century, but basic human behavior has
stayed the same. This makes this 100
year old book surprisingly relevant.
|According to Albert
Lasker, the man who built Lord & Thomas into the world’s largest advertising agency,
“The history of advertising could never be written without first
place being given to John E. Kennedy, for every copywriter throughout the length and breadth of
this land is today being guided by the principles he laid down.”
John E. Kennedy
John E. Kennedy was a champion of “Reason Why” advertising which focuses on
why the product being advertised is a better buy than competing products (or alternative uses
of the consumer's limited budget).
Reason Why Advertising is actually a re-issue of a
compilation of John E. Kennedy’s breakthrough principles on advertising copywriting originally
published as The Book of Advertising Tests. But when
it was re-issued, two of the original chapters were dropped. This edition includes the full text of
the original (including those two “missing” chapters) plus some fascinating background information
on Kennedy and Lord & Thomas.
And, just because I love this stuff --
and know you'll enjoy it
and learn from it as well -- along with these
additions to your success resource library,
if you buy today, I'll throw in one
By placing your order today, not only will you get the
5 classic marketing books (including Claude Hopkins 'Missing' 3rd Book), you you will also
recieve a copy of
The main competition for Claude
Hopkins and Lord & Thomas was J. Walter Thompson. Looking back through
the lens of time, their rivalry was a true clash of the advertising
In this rare
piece from that era, The J.W.T. Book (published in 1903 by J. Walter Thompson Co. New York),
you’ll see how the legendary J. Walter Thompson approached the cardinal principles of
advertising, marketing and salesmanship.
Is the material outdated? Surprisingly not -- because it is focused more on human nature and less
on technique. Just as we were a century ago (and centuries before that), we are driven by our basic
emotions of curiosity, greed, excitement, anger, etc. Every lesson is still applicable
bonus comes FREE if you buy before
Even without the bonus, we’ve priced this collection to make it
an easy decision. So, tap into the timeless knowledge and advice of the marketing masters. Not only will you find
these books compelling reads, but, as a student of marketing you will find them indispensible additions to your
pursuit of success.
"Instantly Download the 6 Book
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Including Claude Hopkins 'Missing' 3rd Book, Now!"
I’ve been asked why I offer these classics for such a low price (less than $3 each).
Here's why: I love this stuff and want to share it, but, more importantly, I know
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I have always
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Join the ranks of today's most successful business leaders by taking advantage of this opportunity to build your
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Claude Hopkins Missing 3rd Book, The Hopkins
My Life in Advertising, Reason Why Advertising,
Intensive Advertising and the bonus: The JWT