Course Description

How do the principles in
Scientific Advertising
hold up today?

Claude Hopkins wrote and published Scientific Advertising in 1923.

And it still might be the single-best book on marketing and advertising today.

Yes, the language is old.

But the 21 principles Claude Hopkins laid out for scientific, measurable, accountable advertising are as fresh as ever.

In fact, it has become EVEN MORE RELEVANT today than it was the day it was published — now that all media is digital and measurable.

Modern technology allows us to measure and test all our advertising and marketing faster, easier, and cheaper than ever before...

And at a much more granular level of detail.

And here's the thing.

You might not want to do this.

But your competitors are.

And with every test they run, they have the potential to perform a little better, and gain a competitive advantage.

Which is already pushing you out — and will continue to push you out — of traffic sources and markets, if you don't keep up.

So how do you keep up?

You MUST learn and apply these 21 principles from Scientific Advertising

And specifically, you must learn how they apply today, in today's media, with today's opportunities.

This members-only webinar recording breaks down the 21 principles and how they apply today.  It is your shortcut.

Available for instant streaming access for BTMSinsiders members.

Founder & Lead Instructor, BTMSinsiders

Roy Furr

"I share ideas that grow businesses." At the heart of everything he does, whether that's consulting, copywriting, speaking, publishing, or training through BTMSinsiders, that one idea drives Roy forward. To share proven ideas for helping you grow your business today, based on the principles of effective direct response marketing.Roy Furr is one of the world's most-recognized authorities on direct response, results-accountable marketing and advertising. As both a copywriter and marketing strategist, Roy has been responsible for multiple multi-million dollar breakthroughs for clients since 2005. Today, Roy continues working with a limited number of high-level clients on creating marketing breakthroughs, publishes the free daily Breakthrough Marketing Secrets (BTMS) essays (regularly read and circulated among the marketing A-list), and is the founder and lead instructor of BTMSinsiders.

Course curriculum

  • 1

    Scientific Advertising in the 21st Century

    • Video Lesson (1:45:28)

    • A Quick Request

    • Download: Mind Map

Scientific Advertising in the 21st Century
is available exclusively for BTMSinsiders members

Learn More
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Pretty good

Philippe Vernet

I had taken some notes on this book, and this training helped me polish them. Thank you Roy !


Good rundown of general marketing rules

Roya Ball

This was a good lesson as a beginner. It gave me so many things to think about. It covers things that are generally done in marketing and WHY. 

For example, I like how they went into detail about why long copy is better than short and why you always have to repeat yourself. The entire lesson was very helpful.


Great Refresher

Avinash Luke

This course was a great recap of some of the core fundamentals of Direct Marketing. Like many other direct marketers, I make it a point to re-read Scientific Advertising once every 12 months, and getting Roy's perspective on some of the concepts and principles that are taught in the book was valuable. 

One of the key takeaways for me personally was the importance of establishing a clear buying criteria, or risk having your prospects operate on a buying criteria of their own design.



Csaba Borzási

It's rare to find trainings on Scientific Advertising... and even rarer to find one that takes all that original wisdom, and expands on it based on the demands of our modern day. This training really delivers


Simon James

Members: Rate and review this course.

Roy Furr
Founder, BTMSinsiders

My Guarantee

I personally stand behind the value of BTMSinsiders, with a simple guarantee.  Try us for your first month, at zero risk or obligation. If you're not totally satisfied for any reason, let us know by emailing [email protected]. You'll get a prompt and courteous full refund of your first month's fee. After your first month, cancel anytime and you won't be billed a penny more.

My business runs on a set of core values, and the first is "The Golden Rule." That means we treat others the best way we want to be treated. Whether you love or hate us or our content (or anywhere in between), we will do right by you.

Scientific Advertising in the 21st Century
is available exclusively for BTMSinsiders members

Learn More
Join Now