Scientific Advertising Book Summary is a distillation of Claude Hopkins ethos towards advertising and sales. Some of his key ideas include: Use Curiosity, Focus on desire and results. Be specific. Be unique. and many more... Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk. Every statement has been weighed. The book is confined to establish fundamentals. If we enter any realms of uncertainty we shall carefully denote them.