Bringing the best of Claude C. Hopkins together. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today. 1) Scientific Advertising is a book written by Claude C Hopkins and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) as a ""must-read"" book. The Book contains many principles that are common in all performance-based marketing today, such as the idea of testing and measuring ad effectiveness, writing to one person, understanding and using psychology, basing advertising on sales, eliminating risk, learning what the thousands want to understand what the millions will buy. It is indeed impossible to say one understands advertising without having a thorough grasp on the material in this book. David Ogilvy wrote that ""Nobody should be allowed to have anything to do with advertising until he has read this book seven times and The book is widely considered the foundation of direct marketing. 2) "My Life in Advertising" is an autobiography detailing the life of advertising genius Claude C. Hopkins (author of the business classic "Scientific Advertising"). This book is not written as a personal history, but as a business story. The chief object behind every chapter is to offer helpful suggestions to those who will follow his advice. As practical as it is interesting, "My Life in Advertising" is a must-read book for anyone wanting to understand the secrets of how to sell. Many of his strategies and techniques still apply today, even for internet marketing.