Mad Men fans everywhere remember the pivotal first scene where we learn just how talented Don Draper is at his job. Faced with an almost-impossible copywriting task, he rose to the occasion to solve a huge problem for his client, Lucky Strike. In spite of research warning customers of the…
In 1923, master copywriter Claude Hopkins published a book called Scientific Advertising. It went on to sell more than eight million copies. Today, the book is widely considered the foundation of direct marketing. “Nobody, at any level, should be allowed to have anything to do with advertising until he has…