My Life in Advertising

Claude Hopkins' 1923 classic on writing ads that sell, based on tested results instead of guesswork. It covers headlines, offering service, samples, test campaigns and why specific claims beat vague ones.

Claude C. Hopkins

A full course in copywriting by the head of the advertising program at New York University. It explains how to plan a message, write headlines and body copy, choose the right tone and adapt the text to each medium, with hundreds of real ads as examples.

George Burton Hotchkiss

A practical guide to the mental process behind a good ad, from studying the product and the reader to writing the headline and the argument. Hall includes many before and after examples of copy.

S. Roland Hall

A short, direct book on applying scientific management to advertising and selling. Casson argues that every ad should be planned, measured and improved like any other part of the business.

Herbert N. Casson

Twenty short essays that argue for advertising through memorable stories, like the clockmaker whose product nobody could read. A quick read on why a business that stays silent gets forgotten.

Herbert Kaufman