快去读 Claude Hopkins 的《科学的广告》（Scientific Advertising），它可是所有文案书的鼻祖。现在就读。篇幅很短，网上就能免费看，通篇毫无废话、全是干货。虽然写于多年前，……
Read Scientific Advertising by Claude Hopkins, the granddaddy of all copywriting books. Do it now. It's very short, it's available online for free, and it has no fluff and all useful information. It was written a few years ago,…
……Chet Holmes 2. Zig Ziglar 的 The Secrets of Closing the Sale 3. Brian Tracy 的 The Psychology of Selling。文案方面：3本最佳书籍（都已绝版）：1. John Caples 的 Tested Advertising Methods 2. Claude Hopkins 的 Scientific Advertising 3. Eugene Schwartz 的 Breakthrough Advertising。如果能再加第4本，那就是：4. Dan Kennedy 的 The Ultimate Sales Letter。如果你想钻研得更深，这里还有份更长的……
…Chet Holmes 2. Zig Ziglar's The Secrets of Closing the Sale 3. Brian Tracy's The Psychology of Selling Copywriting: The 3 Best Books (All out of print): 1. Tested Advertising Methods by John Caples 2. Scientific Advertising by Claude Hopkins 3. Breakthrough Advertising by Eugene Schwartz If I could add a fourth it would be: 4. The Ultimate Sales Letter by Dan Kennedy If you want to get even deeper, here is a longer…
……根本分不清到底哪些活动起到了作用（或者起了正向还是反向作用）。你需要其他数据来了解到底发生了什么。在这方面，比《奥格威谈广告》（Ogilvy on Advertising）更好的一本书是 Claude C. Hopkins 的《科学的广告》（Scientific Advertising）。早在我们对数据分析毫无概念的年代，它就阐明了广告测试的所有原则。其基本方法就是：在不同市场尝试不同花样，看哪个效果最好。然后不断……
…can't tell which activities made a difference (or in which direction). You need other data to understand what's happening. A better book than Ogilvy on Advertising, in this regards, is Claude C. Hopkins' Scientific Advertising. It lays out all the principles for testing ads, back when we didn't have any concept of analytics. The basic method was: Try different things in different markets to see what works best. Keep doing it…
……不错。我觉得这些是关于 SEM 的极好书籍：Jennifer Grappone 的《每日一小时搜索引擎优化》（Search Engine Optimization: An Hour a Day），Ben Norman 的《在Google上崭露头角》（Getting Noticed on Google）。另外，无法衡量就无法管理：Claude C. Hopkins 的《科学的广告》（Scientific Advertising）
…good. I think these are excellent books on SEM: "Search Engine Optimization: An Hour a Day" by Jennifer Grappone "Getting Noticed on Google" by Ben Norman And if it isn't measured, it isn't managed: "Scientific Advertising" Claude C. Hopkins
……Robert Cialdini 的作品，Be My Guest - 康拉德·希尔顿自传，本杰明·富兰克林自传，W. Clement Stone 的 The Success System That Never Fails，Robert Ringer 的 Winning Through Intimidation，Claude Hopkins 的《科学的广告》（Scientific Advertising），Dan Kennedy 的 The Ultimate Marketing Plan，戴尔·卡耐基的《人性的弱点》（How to Win Friends and Influence People），Richard Heuer 的 CIA 手册 The Psychology of Intelligence Analysis https://www.cia.gov/library/center-for-the-study-of-intellig...……
…by Robert Cialdini, Be My Guest - Conrad Hilton Autobiography, Benjamin Franklin's Autobiography, The Success System That Never Fails - W. Clement Stone, Winning Through Intimidation - Robert Ringer, Scientific Advertising - Claude Hopkins, The Ultimate Marketing Plan - Dan Kennedy, How to Win Friends and influence People - Dale Carnegie, The Psychology of Intelligence - CIA Manual - Richard Heuer https://www.cia.gov/library/center-for-the-study-of-intellig...…
……整个话题。确保你不要因为自己感到不适就忽视了关键领域。要是欠缺信心或相关知识成了阻碍，我建议找一本 Claude Hopkins 的《科学的广告》（Scientific Advertising）来翻翻。一共才80页，网上到处有 PDF 传阅，我觉得它把那些基本原则梳理得非常到位。
…topic altogether. Make sure you're not neglecting critical areas because you're uncomfortable with them. If lack of confidence/knowledge is an issue, I'd recommend picking up a copy of Claude Hopkins "Scientific Advertising". It's only 80 pages, there's pdfs of it floating around on-line, and I think it gets the principles down nicely.
快去读 Claude Hopkins 的《科学的广告》（Scientific Advertising），它可是所有文案书的鼻祖。现在就读。篇幅很短，网上就能免费看，通篇毫无废话、全是干货。虽然写于多年前，……
Read Scientific Advertising by Claude Hopkins, the granddaddy of all copywriting books. Do it now. It's very short, it's available online for free, and it has no fluff and all useful information. It was written a few years ago,…
……Chet Holmes 2. Zig Ziglar 的 The Secrets of Closing the Sale 3. Brian Tracy 的 The Psychology of Selling。文案方面：3本最佳书籍（都已绝版）：1. John Caples 的 Tested Advertising Methods 2. Claude Hopkins 的 Scientific Advertising 3. Eugene Schwartz 的 Breakthrough Advertising。如果能再加第4本，那就是：4. Dan Kennedy 的 The Ultimate Sales Letter。如果你想钻研得更深，这里还有份更长的……
…Chet Holmes 2. Zig Ziglar's The Secrets of Closing the Sale 3. Brian Tracy's The Psychology of Selling Copywriting: The 3 Best Books (All out of print): 1. Tested Advertising Methods by John Caples 2. Scientific Advertising by Claude Hopkins 3. Breakthrough Advertising by Eugene Schwartz If I could add a fourth it would be: 4. The Ultimate Sales Letter by Dan Kennedy If you want to get even deeper, here is a longer…
……根本分不清到底哪些活动起到了作用（或者起了正向还是反向作用）。你需要其他数据来了解到底发生了什么。在这方面，比《奥格威谈广告》（Ogilvy on Advertising）更好的一本书是 Claude C. Hopkins 的《科学的广告》（Scientific Advertising）。早在我们对数据分析毫无概念的年代，它就阐明了广告测试的所有原则。其基本方法就是：在不同市场尝试不同花样，看哪个效果最好。然后不断……
…can't tell which activities made a difference (or in which direction). You need other data to understand what's happening. A better book than Ogilvy on Advertising, in this regards, is Claude C. Hopkins' Scientific Advertising. It lays out all the principles for testing ads, back when we didn't have any concept of analytics. The basic method was: Try different things in different markets to see what works best. Keep doing it…
……不错。我觉得这些是关于 SEM 的极好书籍：Jennifer Grappone 的《每日一小时搜索引擎优化》（Search Engine Optimization: An Hour a Day），Ben Norman 的《在Google上崭露头角》（Getting Noticed on Google）。另外，无法衡量就无法管理：Claude C. Hopkins 的《科学的广告》（Scientific Advertising）
…good. I think these are excellent books on SEM: "Search Engine Optimization: An Hour a Day" by Jennifer Grappone "Getting Noticed on Google" by Ben Norman And if it isn't measured, it isn't managed: "Scientific Advertising" Claude C. Hopkins
……Robert Cialdini 的作品，Be My Guest - 康拉德·希尔顿自传，本杰明·富兰克林自传，W. Clement Stone 的 The Success System That Never Fails，Robert Ringer 的 Winning Through Intimidation，Claude Hopkins 的《科学的广告》（Scientific Advertising），Dan Kennedy 的 The Ultimate Marketing Plan，戴尔·卡耐基的《人性的弱点》（How to Win Friends and Influence People），Richard Heuer 的 CIA 手册 The Psychology of Intelligence Analysis https://www.cia.gov/library/center-for-the-study-of-intellig...……
…by Robert Cialdini, Be My Guest - Conrad Hilton Autobiography, Benjamin Franklin's Autobiography, The Success System That Never Fails - W. Clement Stone, Winning Through Intimidation - Robert Ringer, Scientific Advertising - Claude Hopkins, The Ultimate Marketing Plan - Dan Kennedy, How to Win Friends and influence People - Dale Carnegie, The Psychology of Intelligence - CIA Manual - Richard Heuer https://www.cia.gov/library/center-for-the-study-of-intellig...…
……整个话题。确保你不要因为自己感到不适就忽视了关键领域。要是欠缺信心或相关知识成了阻碍，我建议找一本 Claude Hopkins 的《科学的广告》（Scientific Advertising）来翻翻。一共才80页，网上到处有 PDF 传阅，我觉得它把那些基本原则梳理得非常到位。
…topic altogether. Make sure you're not neglecting critical areas because you're uncomfortable with them. If lack of confidence/knowledge is an issue, I'd recommend picking up a copy of Claude Hopkins "Scientific Advertising". It's only 80 pages, there's pdfs of it floating around on-line, and I think it gets the principles down nicely.