---
product_id: 5950684
title: "My Life in Advertising and Scientific Advertising (Advertising Age Classics Library)"
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---

# My Life in Advertising and Scientific Advertising (Advertising Age Classics Library)

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My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) [Hopkins, Claude] on desertcart.com. *FREE* shipping on qualifying offers. My Life in Advertising and Scientific Advertising (Advertising Age Classics Library)

Review: It's not just about the money - Hopkins's career began at the dawn of advertising and copywriting. As his career progressed so did advertising and he gives us a behind the scenes look at many advertising campaigns from the late 1800's-1920's. Hopkins almost single-handedly helped take copywriting out of its "swaddling clothes." Of equal interest is his personal history. He was raised in a strict religious home and expected to become a minister. But at age 17 he delivered a sermon that revealed his true beliefs, which were more liberal than his mother's, and he said it was the defining moment of his life. Not once, however, does he criticize his parents or his upbringing and he credits his mother for his advertising and copywriting skills. Hopkins launched his career in Grand Rapids, Michigan and eventually moved to Chicago, and other cities, for bigger and better jobs. Yet he says that he wondered if remaining in Grand Rapids and living a quiet life wouldn't have been the better choice. He remained connected to normal, real people even after becoming affluent and said he learned much about contentment from them. Hopkins's attitude is very different from most authors of modern business and personal finance books, where it's all about the money. Scientific Advertising is, as you already know, must reading for advertisers and copywriters. The chapters are short and address very specific topics: headlines, letters, individuality, telling a full story, and, my favorite, service. "The good salesman does not merely cry a name...He pictures the customer's side of his service until the natural result is to buy." In this book you will not only learn about advertising but you will encounter a humble man who remained detached from the trappings that advertising can sometimes present.
Review: Hopkins on Advertising - By far, this two-in-one edition published by McGraw-Hill of Claude Hopkins' two seminal works on advertising is the best. The other editions that I've seen mainly of "Scientific Advertising" (published a lot more recently than this one) are, in my opinion, sloppy and carelessly put together: full of errors and omissions. Not so with this book. Here, you get a very clean and clear reprint of the 1966 edition. More than 300 pages of Claude Hopkins' unparalleled wisdom based on decades of field-tested experience in the trenches. It makes for great reading (without all the errors of the later editions)! "Scientific Advertising" is a handbook of best practices, a field guide to what works best. "My Life in Advertising" is a business biography (autobiography) that contains priceless accounts of both victories and defeats, wins and losses, throughout Hopkins' career. We all can learn from both the mistakes and the milestones attained by this gifted and dedicated master! I'll admit I was a little surprised to find that there is no mention anywhere that 1966 marked the 100th anniversary (CENTENNIAL) of Hopkins' birth! Oh, well. A small and forgivable oversight. This fascinating volume makes a terrific (and inexpensive) textbook on direct-response advertising and copywriting. Much to learn from this pioneer of modern advertising that still applies today. If I were you, I wouldn't hesitate one minute to get this book -- specifically THIS EDITION -- into your marketing and copywriting library. Pronto!

## Technical Specifications

| Specification | Value |
|---------------|-------|
| Best Sellers Rank | #250,561 in Books ( See Top 100 in Books ) #133 in Advertising (Books) |
| Customer Reviews | 4.6 4.6 out of 5 stars (352) |
| Dimensions  | 6 x 1.1 x 8.9 inches |
| Edition  | 1st |
| ISBN-10  | 0844231010 |
| ISBN-13  | 978-0340921586 |
| Item Weight  | 2.31 pounds |
| Language  | English |
| Print length  | 336 pages |
| Publication date  | February 1, 1966 |
| Publisher  | McGraw Hill |

## Images

![My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) - Image 1](https://m.media-amazon.com/images/I/51aUvhRhTsL.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ It's not just about the money
*by A***D on April 19, 2007*

Hopkins's career began at the dawn of advertising and copywriting. As his career progressed so did advertising and he gives us a behind the scenes look at many advertising campaigns from the late 1800's-1920's. Hopkins almost single-handedly helped take copywriting out of its "swaddling clothes." Of equal interest is his personal history. He was raised in a strict religious home and expected to become a minister. But at age 17 he delivered a sermon that revealed his true beliefs, which were more liberal than his mother's, and he said it was the defining moment of his life. Not once, however, does he criticize his parents or his upbringing and he credits his mother for his advertising and copywriting skills. Hopkins launched his career in Grand Rapids, Michigan and eventually moved to Chicago, and other cities, for bigger and better jobs. Yet he says that he wondered if remaining in Grand Rapids and living a quiet life wouldn't have been the better choice. He remained connected to normal, real people even after becoming affluent and said he learned much about contentment from them. Hopkins's attitude is very different from most authors of modern business and personal finance books, where it's all about the money. Scientific Advertising is, as you already know, must reading for advertisers and copywriters. The chapters are short and address very specific topics: headlines, letters, individuality, telling a full story, and, my favorite, service. "The good salesman does not merely cry a name...He pictures the customer's side of his service until the natural result is to buy." In this book you will not only learn about advertising but you will encounter a humble man who remained detached from the trappings that advertising can sometimes present.

### ⭐⭐⭐⭐⭐ Hopkins on Advertising
*by P***Z on July 14, 2019*

By far, this two-in-one edition published by McGraw-Hill of Claude Hopkins' two seminal works on advertising is the best. The other editions that I've seen mainly of "Scientific Advertising" (published a lot more recently than this one) are, in my opinion, sloppy and carelessly put together: full of errors and omissions. Not so with this book. Here, you get a very clean and clear reprint of the 1966 edition. More than 300 pages of Claude Hopkins' unparalleled wisdom based on decades of field-tested experience in the trenches. It makes for great reading (without all the errors of the later editions)! "Scientific Advertising" is a handbook of best practices, a field guide to what works best. "My Life in Advertising" is a business biography (autobiography) that contains priceless accounts of both victories and defeats, wins and losses, throughout Hopkins' career. We all can learn from both the mistakes and the milestones attained by this gifted and dedicated master! I'll admit I was a little surprised to find that there is no mention anywhere that 1966 marked the 100th anniversary (CENTENNIAL) of Hopkins' birth! Oh, well. A small and forgivable oversight. This fascinating volume makes a terrific (and inexpensive) textbook on direct-response advertising and copywriting. Much to learn from this pioneer of modern advertising that still applies today. If I were you, I wouldn't hesitate one minute to get this book -- specifically THIS EDITION -- into your marketing and copywriting library. Pronto!

### ⭐⭐⭐⭐⭐ The OG of Direct Response Marketing
*by J***S on July 4, 2022*

Claude Hopkins is one of the first, if not the first, successful direct-response marketing practitioners (from what I understand). All the the direct-response copywriting and marketing giants that came after him (people like David Ogilvy) studied his work and recommend it to serious students of the subject. Of the two books, Scientific Advertising is more useful. It presents the rules of successful advertising. Some of it you may already know from other books. If so, it will still remind you what to do in your own marketing endeavors and strengthen your belief in it. The other book, My Life in Advertising, shares biographical details and famous case studies. It’s worth reading too.

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*Last updated: 2026-02-17*