10 Key Principles from “Scientific Advertising” by Claude Hopkins

Book notes for aspiring marketers

In 1926, Claude Hopkins published “Scientific Advertising,” a seminal work that remains a cornerstone of advertising principles. Hopkins’ insights, though written nearly a century ago, continue to resonate with advertisers today.

By applying these timeless principles, you can create more effective and impactful campaigns.

1. Advertising is Salesmanship

Approach advertising like salesmanship, focusing on measurable results.

• Do: Use a clear headline and call-to-action in your ad.
• Don’t: Create a billboard with only a logo and no message.

2. People Are Selfish

Emphasize benefits and services that cater to the consumer’s self-interest.

• Do: Highlight a product’s ability to save time.
• Don’t: Focus on the company’s history and mission.

3. Use Headlines to Find Your Audience

Craft headlines that capture the attention of your target audience.

• Do: Use a headline like “Get Fit in 30 Days!”
• Don’t: Use a headline like “Our Company History”

4. Customer Psychology Matters

Understand psychological triggers like curiosity and the desire for value.

• Do: Offer a free trial to spark curiosity.
• Don’t: Simply list features and prices.

5. Be Specific

Use precise language to build credibility and trust.

• Do: Claim “50% off all products” instead of “huge discounts”.
• Don’t: Use vague claims like “best in the world”.

6. Tell Your Full Story

Provide a complete narrative to persuade readers.

• Do: Use a detailed explanation of a product’s benefits.
• Don’t: Use only a brief tagline.

7. Photos and Art Should Magnify Advertising

Use visual elements to enhance the selling argument.

• Do: Use a relevant image demonstrating a product’s use.
• Don’t: Use an unrelated stock photo.

8. Advertising + Homework = Success

Research and understand your product and market thoroughly.

• Do: Conduct market research before launching a campaign.
• Don’t: Create an ad without understanding the target audience.

9. You Need A Strategy

Approach advertising as a strategic endeavor.

• Do: Develop a campaign with a clear objective and target audience.
• Don’t: Create an ad without a clear goal or message.

10. Focus on Benefits, Not Features

Highlight how your product improves the consumer’s life.

• Do: Highlight a product’s ability to save money.
• Don’t: List a product’s technical specifications.

By applying these timeless principles from “Scientific Advertising,” you can create more effective campaigns that resonate with your audience and drive results. Remember, advertising is about understanding human psychology and appealing to the consumer’s self-interest.