He introduced the slogan in advertising and popularised the use of test campaigns, especially using coupons in direct mail, to properly attribute marketing spend.
Claude C. Hopkins was born in Hillsdale on April 24, 1866, received his education at Ludington and later attended a commercial school in Grand Rapids[1].
According to David Ogilvy, in 1907, at the age of 41, Hopkins was hired by Albert Lasker, owner of Lord & Thomas advertising, at a salary of $185,000 a year (equivalent to $6,049,500 in 2023).
[2] In 1907, advertising pioneer Claude C. Hopkins was hired by the Joseph Schlitz Brewing Company to revitalize their brand.
After touring the brewery and learning about their meticulous brewing process, Hopkins crafted an advertising campaign that detailed these methods, emphasizing the purity and quality of Schlitz beer.