From The Urbach Letter –
Claude C. Hopkins was an "Ad Man" and copywriter who did his best work in the early part of this century. His classic book, Scientific Advertising, first published in 1923, has unfortunately been out of print for many years. However, because copyright has expired, I've been able to republish it as a holiday gift for you. I'll give you the details in a moment. First, please understand why I've selected this book for you. Don't let the title fool you. This is not some boring academic text. Far from it. It's a concise guide to human buying behavior and applied psychology (sixty fast-reading pages). What will you find in Scientific Advertising? I quoted a bit of it in the lead article on Overcoming Distrust. Here's a more complete clip on the risk of being nonspecific:
These are fundamental concepts, and remain intact through the years (even if the "sexist" language and quaint phrases have not). One thing that's certainly different now, 80 years after Hopkins created his masterwork, is the presence of the Internet. It allows me to deliver your book to you electronically, immediately, and to make my accountant happy, economically. I hope you enjoy and profit from this little gift.