Technology grows exponentially. But we stay the same:
“Human nature is perpetual. In most respects, it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring.”
(Claude Hopkins in his Scientific Advertising, 1923)
Because psychological principles are fixed, we can still learn a lot by reading classics. Hopkins, Ogilvy and others should be read by everyone in advertising.
Even if they didn’t write anything about digital marketing, they can teach us many valuable lessons about influencing humans.