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Scientific Advertising is one of the best books on advertising and marketing ever written and I found an audio version (plus PDF) available freely on the Internet…
Claude Hopkins was one of the greatest advertising pioneers who ever lived. He believed that “Advertising is salesmanship” and as such, it should be measurable and justify the results that it produced. Claude was a strong believer in “Reason why copy” and the principles that he discovered and documented are as true to day, as then. It does not matter what type of advertising medium you use, from print advertising to the Internet, the fundamental taught by Claude are universal and timeless. He believed, that a good product was often it’s own best salesperson and as such he was a great believer in sampling. To help trace his results he would often uses coupons. Coupons gave him the ability to not only measure results, but feedback on how to improve results. He could now test one headline against another, or one proposition against another. This one simple strategy may not sound like rocket science stuff, but when you consider that one headline has the potential to out-pull another headline by 5, 10 or perhaps 15 times, one quickly understands the huge effect that this could have on ones bottom line profit. Below for your enjoyment and benefit is the complete text of “Scientific Advertising” in both Real Audio and PDF format.