Six Business Lessons From ‘Claude C Hopkins’ and his ‘Scientific Advertising’

Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He showed many companies how to sell their products. He was famous for building the habit of ‘brushing’ the teeth daily, among millions of people through ‘Pepsodent’ ads. One of the main reasons for his success was that he lived as one of his product’s users. He lived among those users. He knew about them very well. He understood their needs, desires and behaviours better than any other advertiser. That helped him a lot.