My Life In Advertising - Masters of Marketing Secrets: A Copywriter's Journey to SuccessThis book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping which I did. My only claim for credit is that I have probably worked twice as long as anybody else in this field. I have lived for many years in a vortex of advertising. Naturally I learned more from experience than those who had a lesser chance. Now I want that experience, so far as possible, to help others avoid the same difficult climb. Every pioneer should blaze his trail. That is all I have tried to do. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled. Then, with the efforts I here describe, I hope you can now attain some peaks in advertising beyond any of us to date. - Claude C. Hopkins |
Contents
Forward | 1 |
Preface | 2 |
Chapter One EARLY INFLUENCES | 3 |
Chapter Two LESSONS IN ADVERTISING AND SELLING | 13 |
Chapter Three MY START IN BUSINESS | 21 |
Chapter Four HOW I GOT MY START IN ADVERTISING | 28 |
Chapter Five LARGER FIELDS | 37 |
Chapter Six PERSONAL SALESMANSHIP | 46 |
Chapter Eleven TIRE ADVERTISING | 87 |
Chapter Twelve EARLY HISTORY OF PALMOLIVE | 93 |
Chapter Thirteen PUFFED GRAINS AND QUAKER OATS | 101 |
Chapter Fourteen PEPSODENT | 107 |
Chapter Fifteen SOME MAILORDER EXPERIENCES | 111 |
Chapter Sixteen REASONS FOR SUCCESS | 118 |
Chapter Seventeen SCIENTIFIC ADVERTISING | 124 |
Chapter Eighteen MY GREAT MISTAKE | 134 |
Chapter Seven MEDICAL ADVERTISING | 53 |
Chapter Eight MY LIQUOZONE EXPERIENCE | 62 |
Chapter Nine THE START OF MY SEVENTEEN YEARS WITH AN ADVERTISING AGENCY | 69 |
Chapter Ten AUTOMOBILE ADVERTISING | 78 |
Chapter Nineteen SOME THINGS PERSONAL | 141 |
Resources | 146 |
Common terms and phrases
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