Bob Bly, author of 70+ books and the man McGraw-Hill calls "America's top copywriter," announces...
The NEW Scientific Advertising
An updated and expanded edition ... with annotations, illustrations, and the "lost" Lord & Thomas Creeds - 41 business success principles Claude Hopkins lived by.
Claude Hopkins' book Scientific Advertising is universally recognized to be one of the great classic works on how to make your advertising more successful.
"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book 7 times," said the late David Ogilvy.
Yet not one person out of a hundred who attend my marketing seminars has ever read it.
That's especially troubling considering the book is still available in both print and online - and it's an omission I intend to help you fix today.
But I'm going to do much more than just offer you a PDF download of the original Scientific Advertising. You can get that elsewhere.
Instead, my co-editor Bob Martel and I have painstakingly created an annotated and illustrated edition of Scientific Advertising, available only from this Web page!
We didn't rewrite or edit Hopkins original text for Scientific Advertising. That would be sacrilege.
Instead, we've expanded on his original volume - including samples of his advertising, explanatory notes expanding on his key methods, and adding some of his "lost" writings, starting with the...
...41 golden rules of business success
Part I of the new Scientific Advertising: Annotated and Illustrated reprints the "lost" Lord & Thomas Creeds.
In 1908, Hopkins worked as a copywriter at the ad agency Lord & Thomas.
His salary was $185,000 a year - making him the highest paid copywriter of his day.
The Creeds are 41 rules for success - in advertising and in business - that guided the management of the Lord & Thomas agency.
If you have never read them, you will profit enormously from doing so now - and the Creeds alone are worth the price of the entire book!
Here's just a sampling of what you'll discover:
- Why being a genius or a brilliant writer can actually work against you - and cause your copy to fail. Page 30.
- How to double your efficiency and personal productivity. Page 42.
- 5 ways to overcome skepticism and get consumers to believe your ad copy. Page 48.
- The danger of too much hype in your marketing copy. Page 8.
- How to enjoy your work more. Page 13.
- 7 tips for writing clearer copy that every prospect can easily understand. Page 15.
- How to achieve sincerity in your selling copy. Page 18.
- What works best - long copy or short? Page 19.
- 5 ways to protect your company's reputation and your brand's value. Page 20.
- What the Golden Rule can teach you about achieving lasting business success. Page 23.
- Tips for tapping into the awesome power of your imagination. Page 27.
- How to get along well with coworkers, bosses, colleagues, and clients. Page 29.
- 10 things you must know about human psychology before you can write successful copy. Page 31.
- How to convince skeptical consumers to buy your product. Page 48.
- The only way to succeed in advertising - or any other business. Page 37.
- How to gain the reader's trust by pointing out flaws in your product as well as advantages. Page 38.
- And dozens more....
The original Scientific Advertising ... on steroids!
Written in 1923, Scientific Advertising lays out - in simple, straightforward language - everything Hopkins knew about creating profitable advertising.
In short, simple, straightforward, but amazingly perceptive chapters, Hopkins explains:
- How to test advertising effectiveness - even for ads that are not selling a product directly. Page 54.
- What illustrations and photo work best as visuals in advertisements? Page 90.
- How to write direct mail letters that sell. Page 119.
- Secrets of selling your product into the distribution channels. Page 108.
- How and why to do test campaigns. Page 111.
- The 3-word definition of advertising that can take your marketing from average to outstanding. Page 57.
- How to get inside the mind of the buyer. Page 77.
- Increasing ad response with free trial offers and samples. Page 63.
- How to inject personality into your brand. Page 116.
- Does negative advertising work? The answer may surprise you. Page 118.
- How to create memorable product and brand names. Page 122.
- What Madison Avenue ad agencies can learn from mail order advertisers. Page 65.
- How to write a winning headline. Page 72.
- Tips for making your ad copy more credible, memorable, and specific. Page 81.
- How much should you tell in your copy? How much should you leave out? Page 87.
- What advertising can do - and what it can't. Page 94.
- How to get the information you need - on your product and your prospect - to write great copy. Page 97.
- What every marketer needs to know about advertising strategy. Page 101.
- How to use product samples to sell more goods. Page 104.
But wait. There's more....
In this updated edition, we meticulously preserved every word of the original 1923 edition.
However, while Hopkins is always clear in teaching his principles, there are certain sections in the book where he tells you what to do - but not how to do it.
To enable you to apply his principles more confidently and easily, we've expanded the text in the updated edition of Scientific Advertising with how-to sidebars.
In these additional sections, you'll get step-by-step instructions for ensuring your copy meets the Hopkins standards.
- The 8 fundamental principles of persuasive writing. Page 126.
- Writing persuasive letters with the AIDA formula. Page 121.
- 42 questions to ask before you write your ad copy. Page 99.
- The 3 components every successful unique selling proposition must contain. Page 83.
- What works best - long copy or short? The Copy Length Grid can help you calculate the answer. Page 58.
- The 4 functions of the headline - and how to write headlines that accomplish each. Page 69.
- 9 ways to illustrate your advertising. Page 92.
- 38 great ideas for your next headline. Page 72.
- Reproductions of classic Hopkins ads for Schlitz beer ... Van Camp's pork and beans ... and more.
- PLUS: ads that illustrate Hopkins key principles - including ads for IBM ... General Electric ... Harley Davidson ... Green Giant ... and others.
"OK, but what will it cost me?"
Albert Lasker, who ran Lord & Thomas, paid Claude Hopkins $185,000 a year - about $740 a day -- back in 1908.
Hopkins spent the next 15 years - and millions of dollars of his clients' money - testing and refining the proven advertising principles he teaches in Scientific Advertising.
But Scientific Advertising: Illustrated and Annotated Edition won't cost you $185,000 ... or $740 ... or even $100.
Instead, the price is just $39 - less than Hopkins charged Lasker for just half an hour of his time.
And if you are not 100% satisfied with Scientific Advertising: Illustrated and Annotated Edition, you don't pay even that much. Here's why....
Our 100% iron-clad guarantee of satisfaction
I totally guarantee your satisfaction with our updated and expanded edition of Scientific Advertising - and that it is worth many times the small fee you pay.
If you aren't convinced that our deluxe edition of Scientific Advertising is the smartest investment you've made in your advertising education this year, just let me know within 90 days.
I'll give you a full and prompt refund. And you can keep the e-book with my complements.
That way, you risk nothing.
Why not use Hopkins' methods, proven to work for nearly a century, to double or triple the response rates to all your marketing programs - online and offline?
To order Scientific Advertising: Illustrated and Annotated on a 90-day risk-free trial basis, just click here now:
Robert W. Bly, Director
P.S. Order our updated edition of Scientific Advertising today and you get a FREE Special Bonus Report, Take Your Copywriting to the Next Level (list price: $29).
In this 59-page special report, you will discover:
- How to get great testimonials for your ads ... and where to use them in your copy. Page 44.
- The magic of "false logic" - convincing the reader that you know what you're talking about no matter how complex the topic. Page 35.
- Using the "Copy Length Grid" to determine whether your ad copy should be long or short. Page 50.
- How to prepare for a copywriting assignment. Page 3.
- Reach your prospects on a deeper level using the "BDF" formula to uncover their core buying complex. Page 40.
- And more....
To order Scientific Advertising on a no-risk 90-day trial basis ... and get your FREE Bonus Report ... click below now:
About Bob Bly
Bob Bly is a full-time freelance copywriter specializing in direct marketing. He earns more than $600,000 a year from his writing, speaking, and consulting, and became a self-made multi-millionaire while still in his 30s.
A copywriter for more than a quarter of a century, Bob has written promotions for over 100 clients including Phillips, Agora, KCI, 21st Century, Weiss Research, EBI Medical Systems, Sony, IBM, AT&T, Grumman, Crain Communications, McGraw-Hill, Intuit, and AlliedSignal.
Bob is the author of 70 books including The Copywriter's Handbook (Henry Holt) and Business-to-Business Direct Marketing (NTC Business Books). He has published more than 100 articles in such publications as Successful Meetings, Direct, Business Marketing, Writer's Digest, and Amtrak Express.
Bob's writing awards include a Gold Echo from the Direct Marketing Association, an IMMY from the Information Industry Association, two Southstar Awards, an American Corporate Identity Award of Excellence, and the Standard of Excellence award from the Web Marketing Association. He also taught marketing at New York University.
Bob has appeared as a guest on dozens of TV and radio shows including The Advertising Show, Bernard Meltzer, CNBC, and CBS Hard Copy. He has been featured in major media ranging from the LA Times and Nation's Business to the New York Post and the National Enquirer. He was a featured speaker at the 2006 annual conference of the National Speakers Association.
What they say about Bob Bly's copy and counsel
"Good things are happening. I am getting a steady stream of Trial and Demo requests from the new site. These requestors are filling out the entire contact form. The site is simpler now, and I am still working to make it even more so. I appreciate your work."
-Jim Romano, DataForceOne
"Thank you so much for your wonderful work. It has been a pleasure working with you and I look forward to working with you on another project in the near future. You were always available, quick to answer questions and always exceeded my expectations. You truly are a gifted writer."
-Aaron Griffith, The Griffith
"Bob, again thanks for the great copy. You consistently help us reach customers with compelling, actionable content, when others just can't!"
-William McElleney, IBM
"The feedback keeps coming in and we all agree yours was a truly helpful, useful, insightful and effective workshop. You did a fantastic job inspiring the troops and we've already begun applying some of the key learnings."
-Paul Connors, Copywriting Manager, A large financial services company in the Chicago area
"Bob...your creative work, patience, and 'partnership' with us at IT Group has virtually propelled us to another level of business professionalism and recognition. The response we've received from your letters has been nothing short of tremendous. We've not only derived significant business from these unforgettable mailings--your efforts have sparked a creative energy within our ranks which will assist us in years to come. Thanks for your guidance and counsel."
-John A. Fallone, IT Group International
"I hired Bob on his reputation, and found it is well-deserved. His fact-finding process in preparation to write our copy was both painless and enlightening. The final deliverables were right on time as promised, and better than expected - which is saying a lot because my expectations were high. The first time I read his copy for our project, I literally got chills down my back - he nailed it the first time. Wow."
-Dennis Rosenberg, VP Marketing, VNUS Medical Technologies, Inc.
"Bob Bly did an amazing job with our company brochure. We are very impressed with his capacity to learn our product and to write copy so clearly and pointedly. Bob Bly is a great marketing investment."
-Michael Manoussos, Manhole Barrier Systems
"Great white paper! I’m in favor of the entire submission. Please congratulate Bob on a great effort."
-Michael C. Howard, Chasm Recovery
"Your Tax Loopholes ad looked great and is performing very well. Thanks for the strong copy."
-Brian Kurtz, Boardroom
"You did an excellent job. It's been a pleasure working with you on this project."
-Edward Brunet, Decatur Professional Development, LLC
"Thank you very, very much for doing such a great job on the ad. I was one of those folks who would read the ads in the DAK catalog by Drew Kaplan and this was as enjoyable for me as that."
-Chris Pickering, MeritDirect
"Bob . . . Just got the copy and advertisement you did for my new book . . . It's great! You are good! Great job . . . you have tremendous insights into what excites and what sells!"
-Don Libey, Libey Incorporated
"In my opinion, you are the best copywriter in the software industry."
-Judy MacDonald, Director of Marketing, Direct Response
"When I received the piece, I thought, I'll have to skim over it now and read it later. But, once I started, I couldn't stop! You did a GREAT job with Ken's story. I love it. It kept me reading. I'm VERY pleased with it."
-Craig Simpson, Ken Roberts Company
"Bob, It's been a pleasure to work with you!!! Thank you so much! I'm very happy with the copy; I feel it will give me good results."
-Alejandra P. Bigai, Romanicos Chocolate
"Thanks again for a great job."
-Davis Ross, Ross Advertising
"I just wanted to thank you again for the excellent work you did for us. You are the man and I can't tell you how much I admired your approach and service. Although I've never worked with a copywriter before, I think you set the standard pretty high. I look forward to working with you again. You certainly have my vote for the next round!"
-DP Jovine, Tycoon Research
"Great job - I'm always amazed at how you can boil the complex down into simple terms. It flows very well."
-Kyle Hodgens, Capital Financial Media
"Thank you for the copy. I see why you're the expert. It's so simple, it's brilliant."
-Sau Hyoung Pak, Big Machine
"The radio spots are very well done. I am very impressed with your work and copywriting expertise. We will be making the changes to the print ad as you suggested. In the future we may work with you to design a totally new print ad. Again I'd like to say I'm impressed with your services. You were prompt, informative, and definitely know your stuff. We will be recommending you to others and doing repeat business."
-Joshua Andrews, Health Solutions, LLC
"When people get to the promotion, the promotion has a good conversion rate. In one test, it actually had a 14% conversion to sale... can't ask for much better than that."
-David Galland, Casey Research
"I loved the ad! I don't see any reason for revision so I have already put through a check request for the balance I owe you on the ad. We are very excited about this one. I can't wait to see how it does. Thanks so much!"
-Alice Wessendorf, Agora Health Book
"I show off the work that we did on lead generation for negotiation -- as well as the conversion program from HMCL -- as big successes."
-Paul Szymanski, Harvard Business School Publishing
"Thank you for being very instrumental on making the launch of the wealth management book such a resounding success. It was so successful that we had to request more copies."
-Ingrid Boney, II
"Thanks, Bob! You are awesome to work with."
-Matt Morsa, Stock Secrets, Inc.
"I've spoken to a thousand copywriters over the years and Bob Bly is the best. He knows what he's doing."
-Joe Culotta, Natural Medicine Co.
"I am happy to report to you that your piece out produced the 4 other packages we tested against it. I want to talk to you about another project...."
-Nick Roumi, Pacific Coast Funding
"This is an outstanding letter. Really nice work!"
-Paul Szymanski, Harvard Business School Publishing
"Like the package ... the tone ... I think it's excellent."
-Bill Caskey, Caskey Sales Achievement
"We are very pleased with your copy approach because your copy seems to speak to the neurologist better than the copy in previous promotions. Moreover, your copy presses the sell better and more effectively. I really value your direct marketing copy capabilities and I'm thrilled to have you working with MedLink."
-Jim Chacona, MedLink
"Just wanted to take a moment to sincerely thank you for the hard work and energy you've poured into the Sinatra product package. You are a joy to work with."
-Gail Diggs, Phillips Health
"Thanks again… you did a great job."
-Caleb Cherry, Capital Financial Media
"You are a genius! I rarely love copy this much from the get-go. You hit it on the head!"
-Sara Pond, Nightingale-Conant
"The original ad insert of 'Wall Street's Loss is Your Gain' continues to kick butt -- pulls 12 to 15 subscriptions a week. Not bad for a $500 investment made 5 months ago."
-Charles Mizrahi, Stealth Stocks
"As a marketing professional, for 17 years I wrote my own promotional material. But I am not a professional copywriter. It wasn't until I took my own advice that I started getting the results I deserved. With Bob Bly, I got what I wanted - in the promised time frame - with re-writes - and the results I wanted. Thanks Bob!"
-Mark Amtower, Amtower & Company
"I found your ad copy compelling, powerful...even entertaining. You really communicated the 'feel' of the message we are selling. Thanks for such great work, Bob!"
-Ashley Earnhardt Aiken, Thomas Nelson Publishers
"Bob wrote the most ballsy ad in the history of Dynamic Changes and it set sales records this fall. People couldn’t stop themselves from responding."
-Richard Scheffren, Dynamic Changes Hypnosis