Claude Hopkins published his seminal book, "Scientific Advertising', in 1923. 

It's subsequently sold over 8 million copies. 

Advertising guru David Ogilvy (a fair wordsmith himself) allegedly only hired copywriters who'd read it seven times. 

So surely it's out-dated now? Well, actually not. 

Human brains evolve slowly and many of the principles around understanding what motivates people and how to grab attention are still as true today. In fact eight of Claude's top 10 tips appear in Google's best practice search marketing guidelines. So do make sure you've got the basics right before you start reinventing the wheel.