The essential guidebook on how to make your marketing and advertising more profitable--faster. You already have a great product or service--how do you build a narrative around it that speaks to your customers' attitudes, interests, and needs? Drawing on established techniques and proven methods, by Claude Hopkins eliminates the guesswork from advertising so that you can actually get a measurable and substantive ROI. Students and experts alike will benefit from the timeless principles in this book, such as how to: Known as the "father of modern advertising techniques," Claude C. Hopkins transformed the marketing industry when he published , which is largely considered to be the landmark book on direct response marketing and split testing. More relevant today than ever before, provides a solid foundation in branding, writing compelling marketing copy, and testing and measuring advertising campaigns that will enhance not only your print marketing plan, but also your digital marketing and e-commerce strategies. Increase your company's bottom line, stop wasting time and losing money on advertising focused merely on brand awareness or entertainment, and start leveraging salesmanship in advertising to boost sales and attract new customers.