Scientific Advertising Summary

Scientific advertising
By Claude Hopkins
Chapter 1 – how advertising laws are established
• Advertising is now a science - it is based on fixed principles. We know what is most

effective and act on basic laws. No guesswork is permitted
• Advertising is now one of the safest business ventures
• This book covers the well proven principles and facts of advertising
• Through tests we have the knowledge to the shortest, safest and cheapest course to
business success
• All these principles have been proven through repeated tests by tracing returns. When
one method proves best that method becomes a fixed principle
• You should always test every element in an ad to further reduce the cost of results
• Final conclusions are always based on cost per customer or cost per dollar of sale
• Test campaigns are run to discover advertising principles
• Never depart from these universal principles of advertising
• The only uncertainties are people and products (which we research each extensively per
client/market). BUT the methods of how we advertise always remain the same and
follow the principles in this book. These principles are the most effective way to sell to
anyone
• We can find out what our target audience likes and dislikes very quickly through tests
• Advertising principles are immutable laws
• Don’t think and create new ways to advertise stick to these principles
The sole purpose of copywriting
Chapter 2 – just salesmanship
• Understand that advertising is salesmanship

• This is the concept of advertising – its principle are the principles of salesmanship
• Success and failure in both are the same
• Every advertising question should be answered by the salesman standards
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• The only purpose of advertising is to make sales – it is profitable or not according to its
actual sales
• Treat every ad is your personal salesman
• Accept no excuses which good salesmen don’t make - Force it to justify itself, compare
to competition and figure its cost and result
• Advertising is multiplied salesmanship it appeals to 1,000s rather than 1 on 1. Each ad is
a super-salesman
• Be even more cautious and exact with ads (they cost more)
• In ads you must express briefly, clearly and convincingly just like a salesman must
• Mistakes to avoid – Don’t write for applause, avoid fine writing, unique literary style,
these take attention away from the subject. They show your attempt to sell and this
creates resistance. Fine talkers are never good salesmen. This creates suspicion that an
effort is made to sell them on other lines than merit of value of offer. Don’t show off or
brag. This won’t strike a chord which leads people to spend money. Large headlines and
fonts are useless. Don’t try to be unusual and unique or quirky. Don’t worry too much
on appearance of ad.
• Successful salesmen are plan and sincere men who know their customers and know
their lines. They know how to use words that convince people to take action and buy
• Whenever a question arises about an ad always ask yourself “Would this help a
salesman sell?” “Would it help me sell them if I met a buyer in person?”. A fair answer
to these questions avoids countless mistakes
• If you wouldn’t say something to a buyer face to face in sales, then don’t say it in your
ad
• Take as short or as long as you need to sell them. Don’t limit yourself
• The only people who will read your ad are people who are interested in your subject.
No one reads ads for amusement. Always view readers as prospects standing before you
seeking info, give them enough to take action
• Always measure questions by salesmen’s standards, not by amusement standards. Ads
are not written to entertain
• Forgetting your are a salesman and trying to be performers is one of the greatest
mistakes in advertising. Write for sales, no applause
• Always write for an ideal buyer. Everything is written to interest this specific person
and appeal to their interests and desires. Strike an emotional chord with this particular
buyer.
• Don’t write for the people in mass. Write for the individual who is most likely to want
what you sell.
• Through research and tests you learn what possible buyers want and what doesn’t
appeal to them.
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• You must learn how to strike responsive chords
• Always study your ideal customer. Place yourself in their shoes. Your success depends
on doing this to the exclusion of everything else
• The reason for failure in advertising is trying to sell people what they do not want and
the lack of true salesmanship
• The wrong concept of advertising = ads written to please the seller. The interests of the
buyer are forgotten. You can never make a profit with this attitude
Chapter 3 – offer service
• People are selfish and only seek service for themselves. WIIFM. They don’t care about
your interests or profit
• Base your ads entirely on your service and value you can provide for the reader
• Offer wanted info/service and cite the advantages (benefits) to users
• Give them a sample so the customers may prove your claims without any cost or risk
• Always picture your customer’s side of what your service will do for them until the
natural result is to buy
• By giving value for free, people will feel anxious to reciprocate your gift. Reciprocity
plays a big part in purchases this way
• “Let us help you for a week without cost or obligation”
• People can be coaxed but not driven. Whatever they do they do to please themselves
Chapter 4 – mail order advertising… what it teaches
• Always refer to mail order ads to guide you in advertising

• In mail order ads the advertising is profitable, or it is not, clearly from what the numbers
are telling you on returns. There is no guesswork
• You learn that advertising must be done on a scientific basis to have any chance of
success and you learn that every dollar wasted adds to the cost of results
• Don’t spend any of your money on a guess
• Mail order advertising reveals the core principles of scientific advertising
• When you see current ads from big companies know that you are seeing a final draft
that has been proven to work from testing. You can learn a lot. Uncover the principles
• Mail order adds never add in fluff to amuse
• They usually contain a coupon… this applies to digital marketing. Always apply coupons
on your ecommerce site. This helps people act now and not forget to purchase
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• Pictures are salesmen in themselves. Use them to sell for you NOT to attract for visual
reasons only
• Mail ads tell a complete story if the purpose is to make an immediate sale. The more
you tell the more you sell
• Study mail orders to learn the principles of copy/marketing. Use them as models. They
are excellent examples of what marketing should be
• Don’t stray from the principles of direct mail ads, you will lose $. The more your ads
model after direct mail ads the more customers you’ll get and more $ you’ll make
Chapter 5 – headlines
• Advertisement is read only by interested people

• The purpose of a headline is to pick out people you can interest
• Your ad will only interest certain people and for certain reasons. You only care about
these people. So create a headline which will grab only them
• People pick what they want to read by headlines, and we don’t them to mislead us
• Headlines either conceal or reveal an interest
• People don’t read ads for amusement or ads that don’t seem to offer them anything of
interest at a glance.
• People are hurried they are not going to read your ad unless you make it worthwhile
and let the headline show it
• People won’t be bored by your ad, they’ll scroll right past it. Grab their attention by
benefits they are interested in
• People would never know if your ad provides them something of value if you don’t
clearly state it in the headline. Always add the main emotional benefit in the headline
• The entire return from an ad depends on attracting the right sort of readers
• The best salesmanship has no chance unless people actually read what our ad has to
offer
• Testing several headlines is crucial. Make your decisions based off the results from the
tests. Learn what type of headline has the most widespread appeal. Learn exact quality
of what readers seek most out of your products. We don’t overlook any field that pays
but we know what certain type of people we want to attract in our headlines
• A change in only the headline can multiply returns drastically
• Compare headlines until you know what sort of appeal pays best. What emotional
chord strikes most
• Go after those you hope to interest and strike the chord (emotional benefit) that
responds
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• People won’t read your ad to find out if your product interests them. They will decide
by a glance of your headline or pictures. Address the people you seek and only them
Chapter 6 – psychology
• Good advertisers must understand human psychology

• You must understand that certain effects lead to certain reactions, and use that
knowledge to increase results and avoid mistakes
• Human nature is everlasting. The principles of psychology are fixed and enduring
• Curiosity is one of the strongest human incentives. Employee it whenever you can
• Cheapness is not a strong appeal
• People are extravagant, they want bargains but not cheapness. They want to feel they
can afford the best. They well resent you if you treat them as if they can’t
• People judge largely by price. “You get what you pay for.” People aren’t experts so they
rely on price for value
• List facts instead of saying broad statements
• Sending goods without any money down for trail period is much more effective then
saying money back if you don’t like it. “Try the horse for a week, come and pay me
then.”
• People are honest, you won’t lose $ from bold no risk guarantees
• When people know something belong to them – something with their NAME on it – they
will make an effort to get it, no matter the product
• A limited offer to a certain class of people is far more effective than a general offer
• Those who are entitled to any seeming advantage will go a long way not to lose that
advantage
• Create a mental impression on your prospects. Point out qualities to notice and people
will subconsciously seek to prove them right
• By creating mental impression (linking) you can make people favor your brand in that
way
• An identical offer made in a different way may bring multiplied returns
• Find the best method to sell by understanding psychology triggers
Chapter 7 – being specific
• Always be specific when making claims

• Never be general, it leaves no impression
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• Superlatives are damaging to the trust of your claim, readers will discount the
statements you make
• When you make a specific claim you are either telling a truth or a lie and people don’t
expect advertisers to lie
• A definite statement is usually accepted. Actual figures are not generally discounted.
Specific facts have their full weight and effect
• The weight of an argument will be multiplied by making it specific
• Because people realize you have made tests and comparisons to come up with these
numbers from your specific facts
• If a claim is worth making, make it in the most impressive way – specific facts
• The weight of your claims is important in advertising
Chapter 8 – tell your full story
• Whatever claim you use to gain attention, the ad should tell a complete story
• Present all your proven claims in every ad
• Cover every phase of your subject with every important benefits and features
• Determine all your most important claims and use them in every ad
• Most people will never read your ad twice
• Never fail to tell the reader something important about what the product/service you’re
offering
• Your profit from an advertisement will come from getting new readers/prospects
• People who already bought from you won’t read your (cold traffic) ads
• Always keep in mind your addressing unconverted prospects
• Segment out your ads per buyers journey
• Never worry about how short an ad is. Your copy should trim down to core message
but never worry how long the message takes to tell your full story on product/service.
The story should always be complete
• Every good ad tells a complete story
• Never do anything in advertising based off what others say. Follow the proven principles
and make decisions based off what your own numbers are telling you
Chapter 9 – art in advertising
• Pictures/art in ads are very important
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• Use pictures/art to set the mood and sell not to amuse and interest. Get readers to
read first sentence of copy
• Use pictures related to your product and its nature and to your target audience not
broad audience
• Use pictures only to attract those who may buy from you
• Use pictures only when they form a better selling argument
• Use pictures to sell the core emotional benefits you want your customers to vision.
• Eccentric pictures weaken your trust and take attention away from your subject
• Rule of thumb – never sacrifice the attention you want for general useless attention
• Be normal in everything you do when you are seeking confidence and conviction
• Your pictures must help sell the goods
• Many pictures tell a story better the text can
• Awaken curiosity with your pictures
• Do only that which wins the people you are after in the cheapest way possible
Chapter 10 – things too costly
• Changing peoples habits is very expensive. Take advantage of trends but don’t try to
create one
• What cannot be done on a large scale profitably cannot be done on a small scale
• Advertise a cure not a prevention
• Advertise the positives of the benefits a product brings not negatives it prevents
Chapter 11 – information
• To have success you must gain full information on your product, market and product
nature from research
• You have to dig enough to find that one fact that is keystone for success and can create
a new concept around
• Ads must appear simple to appeal to simple people. But tons of data, info and days of
research are put into every ad
Chapter 12 – strategy
• Be strategic in advertising, like chess
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• Research to come up with right name that fits your product
• Often the right name is an ad in itself. It may tell a complete story
• Many times, the name has proved to be the greatest factor in an ads/businesses
success
• High price creates resistance, and it tends to limit one’s field
• The greatest profits are made on great volume at small profit
• High price may only appeal to limited percent of people and this will multiply your cost
of selling/advertising
• High profit is essential
• However, price varies per industry/product so do your research. A product which costs
more than ordinary is considered above ordinary
• Always research your competition to see where you can steal stuff that works for
them and where you can improve on what they lack
• What does your competition have in price or quality or claims to weigh against your
appeals?
• When looking to steal customers away from competition appeal to individuals not the
mass
• You can’t go after thousands until you learn how to win one
• Dig deep into research of your product. There is always something impressive which
other companies have not told. You must discover your products USP to convert
customers to your brand
• Always have a plan through research on how you stand out from the competition and
how you will convert their customers to your brand
Chapter 13 – use of samples
• The product itself should be its own best salesman. Not alone, but with the mental
impression and atmosphere you place it’s concept around
• Samples are very effective in selling products, often the cheapest selling method
• Samples can be applied in some way to almost every product or service
Samples valuable purposes:
• They enable you to use “Free” in your ads. This word alone often multiplies readers
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• You will get much more readers - most people want to learn more about an offered gift
• A sample gets people to take action
• The reader may not be convinced to buy yet but he is ready to learn more about the
product you offer and a sample is a great way of doing so
• You’ll get the prospects info in exchange of sample to follow up w them and offer them
more/other deals as well
• They help track your ads. They register the interest you create and you can compare
with other headlines, ads, plans and methods
• Always stay on top of your samples and test. You will be able to make lots more money
by testing best ways to offer samples and to whom
• In the end, samples make you much more money in return than the cost of the
samples upfront. If you are smart about them
• Always have the sample be free, not a discount, not half off, buy one free. Completely
free
• Your job is to create interest in your prospect, don’t make it difficult for them to exhibit
interest. Don’t ask them to pay for samples
• People who request for a sample are warm leads who have read your story and are
interested. They would like to try your product and learn more about it.
• Follow up with offers while their interest is fresh
• Only give samples to people who have read your ad/story and shown they are
interested (submitted email, contact info, etc.)
• In your ad you first must create an atmosphere of respect, a desire, an expectation.
When people are in that mood, your sample will usually confirm the qualities you claim
• Always know your cost per customer
• Samples may seem like they double your advertising costs but when used correctly they
almost always form the cheapest way to get customers
Chapter 15 – test campaigns
• Almost any question can be answered, cheaply, quickly and finally, by a test campaign
• Answer all your questions from the buyers of your product (testing, what buyers are
telling you from testing)
• Always start advertising by testing campaigns
• Test small sections… let thousands decide what the millions will do
• Make a small test campaign and analyze your results (CPA). When we learned what a
thousand customers cost, we know almost exactly what a million will cost. When we
learn what they buy, we know what a million will buy
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• Establish averages on a small scale and those averages always hold. We know our cost,
our sale and our profit or loss. We know how soon our cost comes back. Before we
spread out, we prove our undertaking absolutely safe (never scale until you prove to
find a winner)
• Don’t expect to make a profit in testing phase. Your paying for data to scale, not for
upfront return yet. If you do make a good return in testing phase, then you know you
have a winner
• Testing allows you to scale at almost no risk. From the few thousand you learn what
the million will do. When you scale you know to a certainty just what your results will
be
• Even if the test shows poor results (after enough testing) you won’t lose much. The
upside is far greater result and the downside is minuscule
• All smart large advertising once started from small beginnings (tests)
• One by one you will find out winners from your small tests
• Tests answer countless questions which arise in business: you find out new ways and
concepts of selling product. New methods/ways to improve already successful ads
without interrupting current successful ads
• Every little while we find improvements, so the results of our ads constantly grow and
our cost constantly reduces
• A great advertiser never stops testing to find better ways to sell and reduce his costs
• Test to consistently reduce your cost
• Any question you have can be answered quickly and effectively through testing
• Never guess, never suppose, test and prove your hypothesis before ever putting real
money to use. Advertising and selling is safe and success is guaranteed this way
Chapter 16 – leaning on dealers
• Sales made from ads are likely to bring permanent (repeat) buyers. People who buy
through casual recommendations do not often stick
• Your objective in all advertising is to buy new customers at a price which pays a profit
Chapter 17 – individuality
• In order to make an impression on your readers your ad most stand out from the
masses. In a pleasing way.
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• Use refreshing uniqueness which enhances readers likeability, which is welcomed and
remembered. Think of a charming salesmen and personality
• Create personality in your ads
• Give your ad (and advertiser) a style. Make it distinctive in manner and tone
• Adopt a individuality/personality best suited to your target audience (through
research)
• This comes from research on your ideal buyer and the ability to speak to them in their
own language will create a winning personality
• Whenever possible introduce a personality into your ads, don’t make them dry and
sound like a soulless corporation
• Just like salesmen, advertiser must play a part as an actor plays it
• Once you have a distinct personality that your readers respond well to never change
that personality – it is like having to make new friends. We want readers to become
familiar with us
• We don’t want our readers to know that our appeals are created, studied and artificial,
they must seem to come from the heart, and the same heart.
• There are winning personalities in ads as well as people
• Remember that a change in our characteristics would compel our best friends to get
acquainted all over
Chapter 18 – negative advertising
• Never attack competition or point out others faults

• Always appear the good guy when dissing competition
• Be positive never negative
• Show the bright side, the happy and attractive side, not the dark and uninviting side of
things
• Show beauty not homeliness, health, not sickness. Show pretty teeth not bad teeth
• Talk of coming good conditions that your product will provide, not conditions which
exist
• Picture what others wish to be, not what they may be now
• Show the after effect (benefits) of how great life will be after using your product
• People are attracted by sunshine, beauty, happiness, health and success. Point them
the way to these things, not the way out of the opposite
• Make every ad breathe good cheer
• Assume people will do what you ask. Invite them to follow the crowd
• Never let their memory lead you to picture the gloomy side of things
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Chapter 19 – letter writing
• Readers glance at the ads that at a glance offer something they want, something they
wish to know
• Always tell the buyer what he wishes to know
• Putting obvious effort into look of your ad detracts from its effect. It indicates an effort
to sell on other than lines of merit
• When following up with readers who’ve shown interest always complete the impression
already created
• Always strive to get the reader to take immediate action
• People are prone to be lazy and postpone
• Things you can do to get immediate action: Offer a small prize to act now, create
urgency, tell them what they’ll miss out on, place a limit on an order
• There are many ways for getting people to take action, but the principles are universal.
Strike while the iron’s hot. Get a decision then. Have it followed by prompt action when
you can
• You can afford to pay for prompt action rather than lose by delay
Chapter 20 – a name that helps
• There’s great advantage in a name that tells a story

• The name is usually prominently displayed
• It should aid the advertising, strive for names that are almost complete
advertisements in themselves
• The name should describe the product itself
• The service of the product, not the name, is the important thing in advertising
• A vast amount of space is wasted in displaying names and pictures which tell no
selling story
• Other examples of valuable names are those that use ingredients which anyone may
use. Coconut oil shampoo, syrup of figs, etc.
• Don’t try to be funny or unique when creating name. It draws away from respect
• Using your name for a common product shows that some man is proud of his creation
• Spend time researching a name that is interesting to the reader that relates to the
product it’s selling. That tells the selling story.
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Chapter 20 – good business
• Your ads should always be tested and based on known statistics (KPI’s – key
performance indicators)
• Win first on small scale before ever scaling larger
• Only ever measure your advertising success based on known/calculated returns from
testing
• This way advertising is safe and sure and the gamble is removed
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Scientific advertising

Chapter 1 – how advertising laws are established

• Advertising is now a science - it is based on fixed principles. We know what is most

The sole purpose of copywriting

Chapter 2 – just salesmanship

• Understand that advertising is salesmanship

Chapter 3 – offer service

Chapter 4 – mail order advertising… what it teaches

• Always refer to mail order ads to guide you in advertising

• Advertisement is read only by interested people

• Good advertisers must understand human psychology

Chapter 7 – being specific

• Always be specific when making claims

Chapter 8 – tell your full story

Chapter 9 – art in advertising

• Pictures/art in ads are very important

Chapter 10 – things too costly

• Be strategic in advertising, like chess

Chapter 13 – use of samples

Samples valuable purposes:

Chapter 15 – test campaigns

Chapter 16 – leaning on dealers

Chapter 18 – negative advertising

• Never attack competition or point out others faults

Chapter 20 – a name that helps

• There’s great advantage in a name that tells a story

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