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This is a famous story about Claude Hopkins, the father of marketing, who, in 1919, was hired by Schlitz beer to create an ad that would save the company.
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Ken's Key Takeaway:
Hopkins said, "80% of your time should be spent on the offer and the story. It may well be that you have worked so hard and so well and with such focus on your product that you too will not be able to see the true value that you have to offer and the best way to create your crushing offer."