This awesome book was originally written in 1923 and is considered a classic advertising primer. I believe it should be against the law to engage in marketing without reading it. Test marketing. Copy research. Coupon sampling. All those standard practices in today's advertising were invented by Claude Hopkins.

Chapter 1 - How advertising laws are established
Chapter 2 - Just salesmanship
Chapter 3 - Offer Service
Chapter 4 - Mail Order Advertising - What It Teaches
Chapter 5 - Headlines
Chapter 6 - Psychology
Chapter 7 - Being Specific
Chapter 8 - Tell Your Full Story
Chapter 9 - Art In Advertising
Chapter 10 - Things Too Costly
Chapter 11 - Information
Chapter 12 - Strategy
Chapter 13 - Use Of Samples
Chapter 14 - Getting Distribution
Chapter 15 - Test Campaigns
Chapter 16 - Leaning On Dealers
Chapter 17 - Individuality
Chapter 18 - Negative Advertising
Chapter 19 - Letter Writing
Chapter 20 - A Name That Helps
Chapter 21 - Good Business