Claude C. Hopkins

Claude Hopkins believed advertising existed only to sell something. His copy, notably his Schlitz beer slogan, "The beer that made Milwaukee famous," led Lord & Thomas' Albert Lasker to hire him (for $185,000 a year) in 1907. Hopkins insisted copywriters acquire detailed knowledge of client products and produce brief, dry, reason-why copy. He also promoted couponing, premiums, free samples, mail order and copy testing.he then invested in the company and made another fortune. His classic, "Scientific Advertising," was published in 1923, after he retired from L&T, where he had served as president and chairman.