Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level, while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot".
©1923 Public Domain; (P)2007 Internet Business Ideas Inc.
Selling your story is always important. This is one of the best advertising books I have seen, I read fairly profusely, and have done very well in business. I hear the critics, but honestly it's not perfect but amazing nonetheless. It's also nice because it's concise.
I was introduced to this book 12 years ago from a coach. I admit I never read it. After phone call with Jay Abraham, I took his recommendation to read it. He actually recommended that I readi the book literally seven times. I now see why this book has been a cornerstone to legendary marketers.
I listened till the end and got almost nothing useful, for example, the author said:
We need training, we need good tools.
I would ask: what training? what tools? The book is so empty! so vague!
It's like a politician saying: We need to save our country!
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