Scientific Advertising
By Claude C. 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 Telling 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. - listen to sample chapter
Chapter 19 Letter writing.
Chapter 20 A name that helps.
Chapter 21 Good business.