"Hopkins believed that advertising existed only to sell something. He didn’t care for bells and whistles, but got the job done through ingenuity. Check out a few tidbits of his wisdom and then scroll down past the quotes to read Hopkins’ biggest success story: how he rocketed Schlitz Beer from 8th in the country to number one.
“My words will be simple, my sentences short.”
“The only purpose of advertising is to make sales. [Advertising] is profitable or unprofitable according to its actual sales.”
“Treat it (advertising) as a salesman. Force it to justify itself. Compare it with other salesmen. Figure cost and result. Accept no excuses which good salesmen do not make.”
“I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that.”
“We must get down to individuals. We must treat people in advertising as we treat them in person.”
Read more at http://www.business2community.com/marketing/advertising-101-how-claude-hopkins-sold-a-staggering-amount-of-beer-0537623#P2m7rd84iUbvo8Mr.99