Claude C. Hopkins

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Although digital marketing is considered to be a relatively new industry, many of the theories underlying it have been around for almost 90 years and are still generating sales for some of the Web’s biggest brands. In 1923, Claude C. Hopkins wrote "Scientific Advertising," one of the most valued resources in the advertising industry. Hopkins pioneered split testing of his ads and defined a set of principles which, when applied to digital marketing, can increase both traffic and conversions. David Ogilvy said: "Nobody, at any level, should be allowed to have anything to do with advertising until he has read

Grandpa Bill is on the hill With someone he just married. There he is at ninety-three, Doin’ what comes naturally. —Irving Berlin, Annie Get Your Gun, 1946 On Dec. 29, 2006, my wife, Peggy, and I had just made a shopping list for the New Year’s Eve dinner that we would be serving. The centerpiece was to be a standing rib roast. The following morning, I opened the The New York Times and came across a story by Andrew Pollack and Andrew Martin titled, “F.D.A. Says Food From Cloned Animals is Safe.” The most disturbing paragraph: Opponents hope to bring Congressional pressure to bear

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