OnlyCritiques.com Review:

Claude Hopkins was born in a family of clergymen in 1872. His mother was Scottish. His father was into printing of newspaper and advertising bills. Claude Hopkins would prod advertisers to pay him extra to distribute bills to far-flung houses. His father died when Claude was young and he had to do many odd jobs ranging from cleaning schoolhouses, farm work and canvassing to support himself and his family.

Claude Hopkins was a hardworking boy. Right from a young age, Claude mastered the art of salesmanship by watching street hawkers and their way of dealing with people. He also studied consumer behavior. Although it was family tradition for Claude to follow his clerical ancestry, he found it stifling. He found his mentor in Will Carleton, his late father’s friend. Claude then moved out to Michigan and joined a business school. Initially he started working as a bookkeeper and then shifted to Bissell Carpet Sweeper Company.

Although Claude Hopkins joined Bissell as a bookkeeper, his copywriting skills helped him write convincing ads for carpet sweepers. This led to increased sales and he then designed many useful changes to enhance product quality. His unique advertisements and individualized sales promotional tactics sealed his career destiny in sales and advertising. Similarly, many more offers came to Claude and he created huge waves with his ads for Cotosuet butter and lard substitute. He served as the President and Chairman of L&T until his retirement.

Claude Hopkins compiled all his advertising techniques in his book-Scientific Advertising, published in 1923. He asserts that ads should not stress on buying; instead focus on services and information offered. These should incite consumers to buy product as a natural instinct. Although most of Claude Hopkins’ lessons may seem outdated now, yet his originality combined with high ethical values teaches many lessons to budding advertisers of today. His perseverance and consistency turn him into a role model for advertisers. Claude ranks among ’s earliest advertisers. S. R. Berstein has rightly recommended his lifetime work, as ‘Hopkins is hopelessly out-of-date and amazingly current’.

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