Scientific Advertising is an incredible book. Why? Because it is the online marketing bible. Everyone in online marketing is talking about it. This in itself would be a pretty impressive feat for a book. But it gets even more incredible: it was written in 1923.
How is this possible? How does the entire global e-commerce industry run on a book written before computers even existed?
The answer is that technology may change, but human psychology does not. The author, Claude C Hopkins, was writing about how to sell products by direct mail. In the book, he lays down a series of principles that had been proven to work. You could replicate them, and it turns out you can replicate the same strategies in the online age as well.
Here is what David Ogilvy said about it:
“Nobody, at any level, 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.”
Best of all, it is now available free to download. For anyone looking to sell anything, this is a must-read.