Claude Hopkins joined Lord & Thomas as copywriter in 1906 and proposed that more effective advertising was a matter of scientific principle. He demonstrated his point with the invention of Market Research and Product Sampling. He also created advertising techniques that included coupons, sampling, copy testing, demonstrations and testimonials. With his help L&T successfully snagged blue-chip clients as Sunkist, Van Camp, Quaker Oats and Goodyear. In Hopkins’ first decade with L&T, billings tripled to $18 million, making it the country’s No. 1 agency and earning him an unprecedented annual salary of $185,000.
Douglas R. Young Born 8/31/1910
My late father and Young Company founder Doug Young, was a huge fan of Hopkins. Doug would often recite Hopkins saying, “What the customer wants to hear is more important than what the client wants to say.” At first this may sound rebellious, but in fact it provides the foundation for solid message strategy development. The secret is simply to find out what customers want to hear. It’s up to the advertising agency to create the well-reasoned persuasion.