by: Guy Kawasaki
My buddy David Szetela writes a new column for SearchEngineWatch called "Profitable PPC." In his first column, "PPC Advertising: Art or Science?," he mentions a book called Scientific Advertising by Claude C. Hopkins. The book was first published in 1923--long before TV or online advertising. Hopkins is the inventor of test marketing, coupon sampling, and copy research.
Hopkins's book is only fifty-seven pages long, but it's filled with simple, clear, and classic advice about topics such as salesmanship, headlines, storytelling, pricing, content, samples, distribution, testing, and naming. His thoughts apply to online marketing and sales and is well worth your reading it. You can get it by clicking here.
Original Post: http://blog.guykawasaki.com/2008/07/everything-you.html