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...

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...