Copywriters Podcast

We’re back with another show in our Old Masters series. A return visit for the ideas of Claude Hopkins, but completely different material since last time, when we pulled out some key points from his book Scientific Advertising. As I said before, and it’s worth repeating, When I first started learning how to write copy, everybody told me “read Scientific Advertising.” It’s a book written in the first part of the 20th century, over 100 years ago, by Claude Hopkins, who many consider the father of direct-response copywriting. I did read the book. I read it again. In fact, I read it 15 times. But for today’s show, on the advice of my friend and previous Copywriters Podcast guest Don Hauptman, I looked into an excellent book from long ago called “Masters of Advertising Copy.” The book has 25 chapters, and each is written by a different copywriter. I knew we had to start with the one by Claude Hopkins. His chapter is humbly titled, “Some Lessons I Have Learned In Advertising.” But to give you an idea of how eterna