Claude C. Hopkins

Claude C. Hopkins (1866-1932) invented test marketing, coupon sampling, and copy testing--standard practices in modern advertising.

Good Advertising is Salesmanship

Advertising In One Lesson: Specifics Beats Superlatives Every Time

Three Rules for Perfect Headlines: Target, Target, Target!

Mail Order Advertising: The Advertising Man’s Greatest Teacher

The Best Ads Never Ask Anyone To Buy — They Simply Sell

How Advertising Laws Are Established