Scientific Advertising

In 1923, Claude C. Hopkins, who was probably the most famous (and well paid) copywriter in American advertising wrote a short book about how he did what he did. He called it “Scientific Advertising”, a title he felt would separate his serious approach from what he felt was the highly idiosyncractic, arbitrary, and, most sinful of all, wasteful business it had been before he showed up. It also (and not accidentally) advertised to potential clients why they should bring their business to Lord Thomas. Sort of a portfolio, rainmaker and business book all in one.