My Life in Advertising - Masters of Marketing Secrets: A Copywriter's Journey to Success

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Lulu.com, Apr 13, 2014 - Business & Economics - 148 pages
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This 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
 

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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
Copyright

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