Posts Tagged ‘claude hopkins’

Claude Hopkins is clearly a legend in advertising circles. He was the author of Scientific Advertising and also the creator of the famous Schlitz Beer campaign that sent their sales through the roof and illustrated the importance of thorough research.

Here is just one of the pearls of wisdom that Hopkins shared over the years.

“Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around the table.”

“Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause.”

“Whenever possible we introduce a personality into our ads. By making a man famous we make his product famous.”

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By Claude Hopkins and Kristina Mills

Claude Hopkins is widely recognised as the father of advertising. His insights are so simple yet so profound and they apply just as well today as they did decades ago when they were first used.

Here are three lessons, in Claude’s own words. Please note that due to the era that it was written in, the language may be a little dated and that he uses the word “man” instead of “people”.

1. An advertiser suffered much from substitution. He said, “Look out for substitutes,” “Be sure you get this brand,” etc. with no effect. Those were selfish appeals.

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