The essential guidebook on how to make your marketing and advertising more profitable--faster. You already have a great product or service--how do you build a narrative around it that speaks to your customers' attitudes, interests, and needs? Drawing on established techniques and proven methods, Scientific Advertising by Claude Hopkins eliminates the guesswork from advertising so that you can actually get a measurable and substantive ROI. Students and experts alike will benefit from the timeless principles in this book, such as how to: * Create a winning personality for your ads * Incentivize people to buy without using sensationalism or empty rhetoric * Strategically incorporate visual design elements into ads * Harness the power of coupon advertising, product sampling, and direct-mail marketing * Run test campaigns to make smarter decisions about your advertising dollarsKnown as the 'father of modern advertising techniques,' Claude C. Hopkins transformed the marketing industry when