Claude C. Hopkins Quotes

Claude C. Hopkins was born in Hillsdale, Michigan. He was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters research their clients' products and produce "reason-why" copy. He believed that a good product was often its own best salesperson, and as such he was a great believer in sampling. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman.