The Classic Ads
of Claude Hopkins
Inventor of Modern Advertising
and still the greatest copywriter of all time
Though he wrote his ads in the early 1900s, the giants of advertising
today still study the work of this brilliant pioneer.
Read his ads over and over again.
Learn from his ads all the principles of effective
advertising that he discovered.
Apply the Hopkins precepts to your own
writing of ads and sales letters . . .
And your profits will immediately soar.
Ads compiled and analysis written
by Benjamin Hart
If you want to write ads and letters that swamp
you with orders, you must study the classic ads
of Claude Hopkins . . . who still ranks as the
greatest ad writer of all time.
I am often asked, “where do I go to learn how to write effective sales letters? How do
I find out how to write advertisements that work?”
My answer is always the same.
Start by reading Scientific Advertising by Claude Hopkins.
And who is Claude Hopkins?
He is the father of modern advertising.
Almost everything we know about what makes ads work, we know from Claude
Hopkins. We have learned very little new about the basic laws of advertising and direct
marketing since Claude Hopkins.
David Ogilvy, the founder and builder of the world’s most famous advertising
agency, Ogilvy and Mather, was a disciple of the great Hopkins.
Ogilvy said: “Nobody should be allowed to have anything to do with advertising until
he has read this book [Scientific Advertising] seven times. It changed the course of my life.”
So be sure to follow Ogilvy’s advice and read Scientific Advertising seven times or
more. I make a special point to read this classic once a year. Read also Hopkins’ memoir,
My Life in Advertising.
But perhaps even more useful than reading Hopkins’ great books is to study Hopkins’
ads. Yes, the actual ads he wrote, some of which I’ve found and reprint here in this little
book.
Hopkins invented modern direct response ads, test marketing, order tracking, split
testing, and modern scientific market research. Most direct marketers and advertisers of
today have forgotten (or never learned) most of what Hopkins discovered and taught us.
All the modern giants of advertising today still study Claude Hopkins' work.
In 1923, Hopkins was earning well over $100,000 a year as an advertising copywriter
-- which would be in excess of $2,000,000 a year in 2005 dollars.
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That’s how valuable Hopkins was to the companies for which he produced his
advertisements.
Hopkins earned this money because his ads generated enormous sales -- were in fact
responsible for building a number of major corporations that are still household names even
today.
Hopkins was born in 1866 in Michigan, the son of a preacher. The death of his
father when he was young left the family destitute. When he was nine years old, he
began to do odd jobs to support himself. He had to "open two school-houses, built the
fires and dusted the seats" before school. After school, he swept the schoolhouse floors
and distributed the Detroit Evening News to sixty-five homes before supper.
Young Hopkins took such other jobs as a house-to-house canvasser, a book
salesman, and a fruit-picker.
Later in life, the advertising genius concluded that growing up impoverished
turned out to be a blessing for him because he had more of a chance to talk to common
people. Also, Hopkins gained experience as a salesman that served him later as an
advertising copywriter.
Bissell:
Claude Hopkins Invents Modern Direct Mail
Early in his career, Hopkins took a job with the Bissell Carpet Sweeper Company.
The first Christmas season after taking the job, Hopkins had the idea to write
letters to potential customers to solicit orders. His suggestion was scoffed at by his boss.
"Go out on the road and try to sell sweepers," his boss countered. "Wherever you go you
will find them covered with dust, with dealers ready to give them away. The only way to
sell a new lot is to use a gun. Get a man in a corner and compel him to sign an order.
When you talk of selling such men by letter, I can only laugh."
But Hopkins was persistent in arguing that he could sell these sweepers with
persuasive letters. Hopkins finally convinced his boss to test a few thousand letters. He
wrote to dealers with an offer that a dealer could display the sweepers on the rack with
some Christmas cards offered by the Company. The dealer had only to sign the
agreement included in the letter.
Hopkins mailed 5,000 letter, which generated 1,000 orders for the sweeper -- a 20
percent order rate!
Direct mail advertising was born.
3
While we don’t have a copy of Hopkins’ direct mail letter, on the next page you
will find a copy of an ad Hopkins wrote for Bissell -- one of his many ads that propelled
Bissell to growing into the most famous maker of carpet cleaning equipment. Bissell is a
household name even today.
Here’s what Hopkins’ ad for Bissell looked like.
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Here’s a readable text version of the body of the Hopkins ad.
What articles can you buy at the same cost that will contribute as much
genuine, lasting pleasure and comfort to the recipient as a Bissell sweeper? It
will be a constant reminder of the giver for ten years or more, and will gratify
mother, wife, sister or friend during all this time as no other article at a similar
cost possibly can.
Remember, the name
Bissell
marks the genuine sweeper that for over a quarter of a century has been the
recognized leader throughout the world. Bissell “Cyco” Bearing Sweepers have
taken Gold Medalist Paris, 1889; Paris 1900; Pan-American, 1901; Grand Prix,
Osaka, ’08; World’s Fair, St. Louis, 1904.
Buy a Bissell “Cyco” Bearing before Jan. 1st, and send us the purchase
slip and we will send you Free a handsome Card Case with no printing on it.
Hopkins invents scientific testing
Hopkins was hired in 1909 by the ad agency Lord & Thomas. This gave him a
chance to work on advertising campaign for several large companies. One was the B.J.
Johnson Soap Company (today's Colgate-Palmolive). Mr. Johnson asked Hopkins and the
Lord & Thomas team to create an ad campaign for a laundry soap called Galvanic. But
Hopkins, after careful study, concluded that this product would be a difficult sell.
He persuaded Mr. Johnson to change the product to a soap for people. The
company created a soap made from palm and olive oils. Thus was born Palmolive, a soap
you’ll still find prominently displayed on grocery store shelves today.
Hopkins believed the focus of the ad campaign should not be that the soap would
clean skin effectively, but that use of Palmolive would lead to softer, clearer skin and
increased "beauty." But his superiors were not confident about Hopkins’ idea. Rather
than argue, Hopkins proposed that they run a scientific, statistically valid test in a small
city - Benton Harbor, Michigan.
For the execution of this campaign, they ran several ads in this city, telling the
story of Palmolive Soap, and detailing the beauty appeal. In addition, they announced
other promotions in the ad such as promising to provide a cake of Palmolive for anyone
who applied for it. These ads created tremendous interest among female readers.
Once the initial small test proved successful, Hopkins, Hopkins and his colleagues
produced a full-page ad that included a ten-cent coupon. This would allow Hopkins and
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his team to more precisely track the performance of each ad, as each coupon as assigned
its own tracking code.
The ad campaign was a smash success. Thousands of women from the Benton
Harbor area began to use Palmolive Soap. Hopkins and his colleagues at Lord & Thomas
then ran the same tests in other cities to confirm the results.
The results held up, so they rolled out the campaign nationwide.
The agency ran full-page ads in the Saturday Evening Post and Ladies' Home
Journal. They inserted a coupon for a ten-cent cake of Palmolive in every advertisement
that would be good at any drug store.
They collected data on how many units of the product were sold in each area, and
reported the numbers to druggists nationwide. In the letters they sent to druggists, the
advertising team pointed out that the coupon would benefit druggists as well as
consumers. The campaign was a blockbuster success, generating hundreds of thousands
of orders.
Without this ad campaign and marketing strategy -- conceived, written and
executed by Hopkins -- we never would have heard of Palmolive soap.
6
Here’s a copy of a Hopkins ad for Palmolive.
7
Here’s a copy of another Hopkins ad for Palmolive.
I am searching for a more readable version of this ad, and I’ll find one
soon to put here. Fortunately, you will have plenty of Hopkins ads to
read in the pages that follow.
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Schlitz Beer
Hopkins was hired by Schlitz beer to craft an ad campaign that would rescue the
company. Schlitz at the time was running about fifteenth in beer sales and was in deep
trouble.
Hopkins made a trip to Wisconsin to visit the brewery. He needed to learn more
about how beer was made. Hopkins knew that it was impossible to sell without a
thorough knowledge of the product being sold.
The folks at Schlitz showed Hopkins the entire brewing process, step by step.
They showed him how deep they had drilled their wells to find the purest water. They
showed him the glass-enclosed rooms that kept the water pure, the kind of yeast they
used and where they got it. They showed Hopkins the place where the bottles were
cleaned, re-cleaned, and sanitized a dozen times.
“My God,” Hopkins said, “Why don’t you tell people in your advertising about all
these steps you are taking to brew your beer?”
But, answered the Schlitz people, “All companies brew their beer about the same
way.”
“Yes,” Hopkins countered, “but the first one to tell the public about this process
will gain a big advantage.”
Hopkins then launched an ad campaign for Schlitz that described in detail the
company’s step-by-step brewing process for making the beer. Within six months, Schlitz
jumped to the #1 selling beer.
On the following pages, you will find copies of the legendary ads Hopkins wrote
for Schlitz.
9
Here’s the great ad that is still studied today in the
marketing courses at the Harvard Business School.
10
Here’s a more readable text version of the ad for you to study.
Perfection of 50 Years
Back of each glass of Schlitz beer there is an experience of 50
years. In 1848, in a hut, Joseph Schlitz began brewing. Not like Schlitz
beer of today; but it was honest. It was the best beer America had ever
brewed.
This great brewer today has new methods. A half-century has
taught us perfection. But our principles are 50 years old, our aims are
unaltered.
Schlitz beer is still brewed without regard to expense, according to
the best that we know.
We send experts to Bohemia to select the best hops in the world.
An owner of the business selects the barley, and buys only the best that
grows.
A partner in our concern supervises every stage of the brewing.
Cleanliness is not carried to greater extremes in any kitchen than here.
Purity is made imperative. All beer is cooled in plate glass rooms, in
filtered air.
The beer is filtered. Then it is sterilized, after being bottled and
sealed. We age our beer for months in refrigerating rooms before it goes
out. Otherwise Schlitz beer would cause biliousness, as common beer
does.
Ask for beer, and you get the beer that best suits your dealer.
He may care more for his profit than your health. Ask for Schlitz,
and you get the best beer the world ever knew.
11
Notice that Hopkins used no empty “hype” words. His claims are backed up by
facts, details, and narrative. If anything, Hopkins’ tone is understated, and this
contributes to the ad’s believability. Hopkins proved with this legendary ad that there are
no boring subjects, just boring writers.
“Who wants to hear a story about the step-by-step brewing process of making
beer?” one might wonder. Turns out, those who love beer are fascinated by the subject.
They want to know exactly and precisely why they should pick this beer above all
others. This great copywriter Claude Hopkins, the father of modern advertising,
understood this law of marketing and went on to turn the brewing process into an exciting
story, full of detail—and of riveting interest to beer lovers.
All the breweries today have ripped-off the Hopkins’ formula for selling beer. If
you watch the ads for beer on TV today, you will see virtually the same pitch that
Hopkins’ ad made nearly a century ago.
Follow the Hopkins formula in all your letter and ad writing. You will do very
well.
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Here are some more classic Hopkins ads for Schlitz,
where he continues to hammer home the theme of the
beer’s purity in vivid and convincing fashion:
The Home Beer
Let your home beer be Schlitz because of its purity. Get the good
without the harm.
In our brewery, cleanliness is carried to extremes. Even the air in
our cooling rooms are filtered.
Every bottle of Schlitz beer is sterilized, to insure freedom from
germs. And all Schlitz beer is aged for months, so that it cannot cause
biliousness.
Be as careful with your beer as you are with your food. Order
Schlitz and be sure of it.
Schlitz
Ask for the brewery bottling.
See that the cork or crown is branded
Schlitz
The Beer
That Made Milwaukee Famous
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Ask Your Doctor
About Schlitz Beer.
He knows the importance of purity.
Tell him that Schlitz beer is aged for months
before it is marketed - aged in glass enameled steel
tanks.
He will say that it cannot cause biliousness.
Tell him that every bottle is Pasteurized before
it is sealed. He will say that such beer must be
germless.
Ask your doctor what these virtues mean to you.
Schlitz
Ask for the brewery bottling.
See that the cork or crown is branded
Schlitz
The Beer
That Made Milwaukee Famous
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Schlitz
The Beverage of
Health
There is no beverage more healthful than the right kind of
beer. Barley malt an hops - a food and a tonic. Only 3 ½ per cent
of alcohol - just enough to aid digestion.
Rhine wine is 12 per cent alcohol; champagne, 20 per cent;
whiskey, 40 per cent.
There are no germs in pure beer, while the sweet drinks
which you give your children are full of them.
Pure beer is tonic which all physicians favor. The prescribe it
to the weak, the run-down, the convalescent. And they recommend
it to well people who want to keep well.
But get the right beer, for some beer is not healthful. Schlitz
is the pure beer, the clean beer, the filtered and sterilized beer. No
bacilli in it - nothing but health.
And Schlitz is the aged beer that never causes biliousness.
Call for the brewery bottling
THE BEER THAT MADE MILWAUKEE FAMOUS
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Purity is Supreme
The materials we use are the best we can buy. And a
partner in our business selects them.
The goodness of Schlitz is due largely to them.
But the superiority of Schlitz as a home beer has been
gained by the fact of its absolute purity.
Purity is not so conspicuous as some qualities in beer,
yet it is very expensive. That is why it is rare.
But what good does it matter how good a beer is if it is
not pure beer? If its use is unhealthful? If its result is
biliousness?
Schlitz beer is known as the pure beer the world over.
Schlitz
Ask for the brewery bottling.
See that the cork or crown is branded
Schlitz
The Beer
That Made Milwaukee Famous
16
Here are what these Hopkins ads for
Schlitz looked like . . .
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20
Here’s Hopkins’ famous “Indian Girl” calendar ad.
Modern advertisers today imitate this formula, invented by Hopkins. Hopkins
knew well that most beer drinkers are men and that men love beautiful women. Hopkins
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saw that linking the Schlitz beer brand to the allure of a beautiful exotic woman, the
“Indian Girl”, fueled sales.
Today, Coors, Budweiser, Miller and all the other beer brands continue to follow
in Hopkins’ wake. These modern advertisers have added nothing new to what Hopkins
taught us about selling beer nearly a century ago. Notice, also, that Hopkins was
brilliantly using the calendar offer to build a mailing list. Anyone who ordered the
“Indian Girl” calendar for 10 cents was certainly a hot lead and would then receive ads
and promotions in the mail for Schlitz beer.
The “Indian Girl” calendar was a colossal nationwide hit. The calendar just by
itself was enormously profitable.
Under the guidance of Hopkins’ marketing brilliance, Schlitz became a money
machine. The wisdom of the executives at Schlitz was in allowing Hopkins free rein to
do as he pleased in the area of marketing.
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Hopkins’ Legendary Ad Campaign for
Dr. Shoop’s Restorative
When Dr. Shoop’s company first approached Claude Hopkins, the business was
dying. Hopkins saw that the big problem was that the product was sold entirely through
agents and had no drugstore accounts. Hopkins developed a plan to generate demand for
the product on the part of local druggists.
Hopkins developed exactly the same kind of “affiliate” marketing program we see
today all over the internet.
Hopkins offered a risk-free, full-refund guarantee in the event that Dr. Shoop’s
Restorative did not meet the buyer’s hopes and expectations. Most importantly, Hopkins
approached local druggists and asked them to sign the guarantee -- with the full financial
backing of Dr. Shoop’s, of course. This guarantee (which Hopkins called a “warrant”)
appeared on the back of the booklet that Hopkins created for the druggists to distribute.
A guarantee signed by the local druggist, who works in the community and who
everyone knows, is far more believable than a guarantee signed by a remote corporation.
And by enlisting the help of local druggists, Dr. Shoop’s was gaining a national sales
force -- an army of druggists with unquestioned integrity selling the product. And the
druggists were gaining a popular new product to sell.
The condition of the guarantee was equally ingenious. For the guarantee to take
effect, the buyer had to use six full bottles of Dr. Shoop’s Restorative for 30 days.
After 30 days, Hopkins saw that only two percent of buyers were requesting
refunds.
Hopkins then collected this data, along with testimonials from the participating
druggists, to sell more druggists on the program. As further inducement, Hopkins
promised participating druggists a measure of regional exclusivity: All inquiries for free
bottles would be referred to the druggist in that area. So this amounted to free advertising
for the local drug store -- a “win, win” proposition.
In Hopkins’ ads, you will also see offers of all kinds of free bonuses for those
who try the product -- in this case free books written by Dr. Shoop. This is no different
from the free books and free special reports we see offered everyday on the internet and
in direct mail offers. Very often people buy more to acquire of the attractive free bonuses
than from a desire to buy the main product.
So here is Hopkins’ booklet, which was distributed by druggists everywhere.
Notice also that Hopkins focuses almost all of his copy on benefits to the buyer and then
backs up his claims with extensive testimonials. Nearly half the text of this booklet is
testimonials from ecstatic users.
23
Cover of Booklet
Graphics on copyright page of booklet
Copyright, 1899 by
Dr. Shoop Medicine Co.
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Hopkins’ great copy follows here . . .
(Notice that Hopkins believed in lots of copy -- in telling the “full story”)
Tell Him — The Test is Free.
If someone whom you know is sick, with any trouble that this book tells of, please
deliver this message to him—or to her. Tell him that he can test for a month, without
risking a penny, the one remedy that will cure if any medicine can. Say that your home
dealer will himself sign the warrant. No need for more argument. Simply say—“If it
cures, you are well again. If it fails, it is free.”
——————————————
Some sick one may say:—“But I’ve tried about all medicines, consulted many
physicians, and spent a great deal of money. Nothing can help me.” Tell him that the
physician who compounded this remedy knows better than he. This physician, who by
thousands of bedsides has watched his remedy cure the most difficult cases, knows best
what it will do. The fact that all other remedies do fail in severe cases is the very reason
why Dr. Shoop spent a lifetime on this. No other treatment is in any way similar to it.
——————————————
And that physician takes the entire risk. Neglect the offer, and there is nothing
ahead but sickness. Accept it, and health will return if health is ever possible. And if it
fails, it is free.
The remedy is Dr. Shoop’s Restorative.
Your Dealer Signs the Warrant.
The word “Guaranteed” is added to everything now a days, but such vague
guarantees offer you no protection.
Our guarantee is in writing, and is legal and binding. Your own dealer signs it and
stands back of it; and if the medicine fails, he redeems it.
Go to the dealer named on the back of this book; and if you buy six bottles of Dr.
Shoop’s Restorative at a cost of $5.50, he will give you a certificate, signed by himself,
and reading exactly as follows:
Date of sale: __________________________
Mr. ______________________ has on this day taken from our store and
paid for six bottles of Dr. Shoop’s Restorative, and it is agreed that the
purchaser may return to us, within thirty days from date, three of the bottles
unopened and in good condition, with this certificate properly signed on back,
and if the patient thus states in good faith that the other three bottles have
been taken according to directions without giving benefits, we will return the
$5.50 paid for this medicine as cheerfully as we took it.
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______________________________
Dealer
Dr. Shoop requires a fair test, for medicine cannot work miracles; but you make
that test at our risk.
That month’s treatment will prove what the Restorative can do in your case. If
your trouble is old and deep-seated, three bottles may not cure it. But you will feel health
returning. You will know that it is going to cure. If not, then return to your dealer the
other three bottles, and
he will return all your money—the entire $5.50.
Dr. Shoop trusts you to be honest, for you have more at stake than he has. Yours
is a difficult, desperate case, if a month’s test of the Restorative fails to start you toward a
cure.
The Only Remedy that Strengthens
the Inside Nerves.
A chronic disease, affecting any vital organ, is a result of some inside nerve
weakness, ninety-nine times in a hundred. We can relieve, but we cannot cure such a
trouble, without
strengthening that nerve force.
A few years ago, nobody knew that. Even the best physicians then either gave
blood medicines, or they tried to doctor the organ itself. But modern physicians do
neither.
All good physicians now treat the nerves, for every function of every vital organ
is controlled by the nerves alone. The study of the whole medical world has been
centered on trying to reach the right nerves.
——————————————
You have two nervous systems. One system controls the muscles that you move
by will. You use that system when you move your hand, or feel a pain, or see, or hear.
It is easy to doctor those nerves, but doctoring does not benefit. Nervines, Nerve
Tonics, etc., can only deaden them by sedatives. The pain is thus lessened and the
symptoms of your disease are allayed. You think for a time that you are better, simply
because the nerves are drugged. But stopping the treatment
is like waking from sleep, to find the old trouble there yet.
Those nerves have nothing to do with sickness, yet all other nerve remedies
doctor them alone.
——————————————
Your vital nerves are called the Sympathetic System—the inside nerves. They are
entirely separate from your outside nerves. There is no connection whatever. You cannot
feel with these inside nerves. You cannot control their action. You cannot drug them
without stopping life.
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These inside nerves make your heat beat, your stomach digest, your liver and
kidneys act. Every function of life is controlled by them. Almost every chronic disease is
a direct result of their weakness. The organ itself is not weak, but the power which makes
that organ act—the nerve power only.
Whatever damage the organ itself may have suffered, will be repaired by Nature
when we restore the nerve power needed. We cannot repair it otherwise. Every good
physician knows this. And the problem of all, the world over, for 30 years has been how
to strengthen weak inside nerves.
——————————————
Dr. Shoop knows that he has discovered the way. He has solved the problem after
the arduous labor of a lifetime. He knows it because he has made thousands of successful
tests—made them in large hospitals, where the results were public; made them through
many other physicians who confirm his opinion. And in his private practice he has
successfully treated
more than one hundred thousand patients suffering from chronic troubles.
Dr. Shoop has seen his treatment cure in many thousand cases where all other
treatments failed. And he has never known his remedy to fail in any disease told of in this
book, where any other treatment afterward succeeded.
—————————————
Dr. Shoop’s Restorative is today the only remedy that treats the inside nerves—
the nerves on which your life and health almost exclusively depend.
There is no need to tell you that it is a remarkable remedy. Other physicians have
devised treatments, and argued and believed them to be the best. But no other physician
ever said to all who suffer—“Go test my remedy for a month at my risk. Find out for
yourself what it does in your case. If it brings you benefits, that benefit is priceless. If it
fails, it is free.”
No other remedy could stand a test like that.
—————————————
No Physician Could Help.
“I had stomach and kidney trouble which
no physician could help. I was on the point
of going away to a hospital when I began
taking Dr. Shoop’s Restorative. I took
three bottles, and I can now do my work
with ease. I have just walked three miles
without fatigue. My nerves are quiet and I
can sleep.”
MRS. LAVINNA MOON,
Hensonville, N.Y.
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You Owe to Yourself this Test.
When a physician, who has spent a lifetime on a remedy, is so sure of its power as
to say—“It is free if it fails,” a sick person cannot afford to neglect the offer.
——————————————
When a remedy has proved successful in more than one hundred thousand cases,
you cannot well say without trying it—“I think it would fail with me.”
——————————————
When all educated physicians acknowledge that the principle of this remedy is the
right one—and all do—they cannot all be wrong.
——————————————
When you are offered a remedy that costs only when it cures, don’t choose
instead a remedy that costs though it fails.
——————————————
When your health is at stake, it is wiser to accept the results of a physician’s
lifetime experiments than to conduct experiments yourself.
——————————————
When there is but one remedy so sure that it is sold under warrant, try that one
first. Let other remedies wait until you see if you need them.
——————————————
When a physician, who knows well the virtues of all medicines, has grown old in
perfecting a better one, don’t conclude, without a test, that his life was wasted.
——————————————
When a physician says: “You may have all the benefits of the best I have learned,
and I will take all the risk,” let him do it.
——————————————
When you have learned from experience that most remedies only relieve, it is
time to stop experimenting and try the one that cures.
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——————————————
When there comes a time in your life when you have health to regain and nothing
to lose, take the chance.
Stomach Troubles
Dyspepsia shows lack of digestive fluid called gastric
juice. This fluid is furnished by glands and cells in the coating
Distress after
of the stomach. It is created by nerve power operating these
eating,
glands; and the lack of it shows want of nerve force.
Sense of fullness
Dyspepsia—whether called “Nervous Dyspepsia” or not—is
after eating,
almost never caused in any other way.
Returning of food
There are two ways of doctoring it. One way is
represented
by the many tablet and liquid remedies made up of
into mouth,
pepsin, bismuth, etc. The sole purpose of such remedies is to
Gnawing at pit of
attempt artificial digestion. They are not intended as cures. And
stomach,
if they succeed in bringing even relief, that relief is but
Sluggish mental
temporary. Omit the remedy after any meal and you find the
action,
dyspepsia just as bad as ever.
Rumbling of gas,
The other way is to make the stomach do its own
Belching of gas,
digesting, naturally and always. Dr. Shoop’s Restorative does
Loss of appetite,
that. There is no way to make your stomach well, save by
Lack of energy,
strengthening the stomach nerves. Nature will then supply its
Loss of memory,
own digestive fluid—a fluid which man cannot imitate.
Heartburn,
And there is no other way to save the results of
Dyspepsia. Weak stomach nerves weaken the whole inside
Headache,
nervous system through sympathy. This deprives all vital organs
Depression,
of their proper
Moodiness,
power; and the weakness may show in disease of the heart of
Dizziness.
the kidneys. It has been ascertained that an average of 90
percent of all chronic diseases begin with neglected dyspepsia.
Too many lives are wasted in dyspeptic suffering. Far too many cases of broken down
health result from it. For those reasons we put the matter strongly. If you have dyspepsia, cure
it—don’t dally with it. Take the only remedy that will permanently strengthen the weak stomach
nerves. Dr. Shoop’s Restorative will cure any case that is curable, and its benefits are lasting. No
other dyspepsia remedy of any kind is sold under a dealer’s warrant.
______________________________________________________________________________
Symptoms:
Dr. Shoop has written a complete book on Dyspepsia, the most
sensible book ever written on this disease. It will be mailed free on request.
Cured in a Week.
“I have had three doctors in the last nine
months and they told me that I had chronic
dyspepsia, but they all failed to benefit me.
A few weeks ago I saw Dr. Shoop’s
Restorative advertised here and I bought a
bottle, and after taking it I felt nothing of
my dyspepsia and have not felt it yet. Just
think that it did more in one week than
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everybody about it.”
three doctors had done in nine months. I
am going around among my friends telling
WM. H. BOWERS
247 New Holland Ave.
Lancaster, Pa., Feb. 4, 1899
Doctors Were Mistaken.
“I have been out of health for 18 months,
and for the last two months my stomach
was so bad that I thought I would die. My
doctors told me that my case was chronic
and that a cure would take a long time. I
doctored all the time, but got no better
until I read about Dr. Shoop’s Restorative
and took it. One bottle made me feel better.
I have now taken three and can eat and
sleep perfectly and am almost well.”
SAM’L. HATHAWAY
123 Nebraska St.
Painesville, Ohio, June 22, 1898
___________________________________________________________
A Few Illustrations.
These illustrations will show you better than words how the nerves alone control
the stomach glands, and operate every vital organ.
Think of food when you are hungry and your “mouth waters.” The thought makes
the nerves act on the salivary glands. Sadness brings tears—entirely through the action of
the nerves on the glands of the eye. Just in that way the inside nerve system, when it is
strong, causes the glands of the stomach to exude gastric juice as soon as the food enters.
You note, too, that anxiety, temper or bad news takes your appetite away. That is
Nature’s way of warning you that the strain has weakened your stomach nerves
temporarily. They cannot furnish gastric juice until they recover and Nature says, “Don’t
eat.”
Nearly every letter that comes to us telling how Dr. Shoop’s Restorative cured,
tells also how precious years were wasted in experiments that filed. Every day you delay
ads a day to useless suffering and wastes a day of life.
After Twenty Years.
“I was troubled with Indigestion for about
twenty years. I have been so bad at times
that I could not eat any supper without
having a sour stomach. I tried many
Dyspepsia remedies, but the only one that
benefited me at all was Dr. Shoop’s
Restorative, and that has completely cured
me. I have not had a symptom of
Dyspepsia since taking the last six bottles.”
H. B. DOHERTY
Stewartsville, Mo, May 29, 1899
30
Lived on Bread and Water.
“I have been a sufferer from chronic
dyspepsia for twenty years. I have
doctored with the best physician in this
country, and have taken every medicine
that he pre-scribed for me, but with no
success. Finally the Doctor advised change
of climate, but held out no hope for my
recovery. I followed his advice, but did not
recover. I kept on getting worse and at last
got so weak that I could not walk across
the room. For four months I had to live on
dried bread, dried in an oven, and could
only drink a few drops of water at a time.
My case was a hopeless one, when I saw
an advertisement of Dr. Shoop’s
Restorative and I grasped it as my last
resort. The first bottle gave me very great
relief, and led me to hope for recovery. I
then kept on until I had taken twelve
bottles, and it has been the means of
restoring my permanent health. I can once
more find pleasure in living, and it is with
gratitude that I write you this letter.”
MARY L. SCHEYER
I can vouch for the truth of the
above.
REV. GEO. R. FRITZE,
Montrose, Minn.
Annandale, Minn., Jan. 24, 1899
Common Remedies Always Fail.
“It was some time after a friend
recommended Dr. Shoop’s Restorative
before I could be induced to try it. I had
been troubled for years with indigestion,
and had tried so many remedies without
receiving relief that I was discouraged. I
did buy one bottle of the Restorative,
however, and after using that bottle, I
found myself so much better that I kept on
until I used three bottles, and today I am
well. I can enjoy my food without that
distressed feeling after meals, and I
heartily recommend this remedy to others.”
CHAS. W. BARRY
Room 42, Halter Block, Lincoln, Neb.
______________________________________________________________________________
A stomach weakness that you think unimportant, may next month
result in a heart weakness. When any branch of your inside nerve system
weakens, all vital organs will suffer, sooner or later.
_____________________________________________________________
31
Liver Troubles.
Liver troubles are always the result of
indigestion.
These liver symptoms may appear
Biliousness,
before you feel the stomach trouble, but they
Constipation,
indicate always that your stomach is weak, and
Piles,
dyspepsia will follow unless corrected. The liver
Bad breathe,
becomes overworked, congested and disordered
Sick headache,
only when the stomach fails to digest the food, and
Shallow complexion,
throws part of its work on the liver.
Fickle appetite,
The treatment is the same as for dyspepsia.
Coated tongue,
Dr. Shoop’s Restorative must be taken to make the
Slimy teeth,
stomach well, as told under “Stomach Troubles” on
Melancholy,
the previous pages. This applies to constipation and
Dullness and drowsiness,
biliousness and to all the results of them. They are
Dizziness or vertigo,
but symptoms of indigestion, and will end when
Tired feelings.
the cause is ended.
In this treatment it is better omit pills, or
cathartics in any form. They irritate the stomach and interfere with its cure. Their action
on the liver is but temporary. They whip it into action for the moment, but leave it weaker
than before. Gradually a larger dose becomes necessary; then a daily dose. The end is the
dreaded pill habit and a chronic liver trouble.
Those who would be well must resist the temptation to depend on makeshifts. In
severe constipation, injections of water will give the necessary relief without harming.
But the cure of all such troubles must come through the stomach. Dr. Shoop’s Restorative
will end the trouble permanently, and there is no other way. A few doses frequently end
temporary symptoms, but a chronic trouble requires longer treatment, according to its
severity.
Symptoms:
Treated with Many Physicians.
“I suffered for many years with a severe
disease of my liver, during which time I
treated with many physicians, but without
receiving help. A short time ago I began to
use Dr. Shoop’s Restorative and his Nerve
Pills, and I am entirely cured. The fact that
I am now well is due to Dr. Shoop.”
A. WALKER
Onto. 7, 1896. Kewanee, Ill.
32
Kidney Diseases.
Symptoms.
Varying According to the Stage.
Urine laden with sediment;
Red or white brick dust in urine;
Highly colored urine;
Greasy froth or blood in it;
Stringy mucus in urine;
Unusual desire to urinate;
Pain in passing water;
Pain in the back and
over the kidneys;
Hot, dry and itching skin;
Hair dry and brittle;
Joints pain;
Legs feel heavy;
Sleeplessness, dullness;
Loss of weight;
Chilly sensations;
Loss of memory;
General debility;
Irregular heart;
Disorders of the eyesight;
Trouble with hearing;
Waxy skin; fever;
Shifting from one foot to
the other in standing;
When Dropsy follows,
swellings begin under the eyes
and extend to the ankles,
hands and abdomen.
The kidneys are the blood filters , intended to
remove the waste, and most of their diseases results
from overtaxing them with excessive waste. The
cause may be a continued fever, or a cold, or some
blood poisoning disease, or alcohol; but the most
frequent cause is indigestion. Through some of these
causes the blood becomes overloaded with impurities
and the kidneys clog up. The first result is that part of
the poison is left in the blood to cause other
diseases—particularly Rheumatism. The overstrain
gradually weakens the kidneys, and in time the
kidney tissues break down and pass away, cell by
cell, in the urine. Then the richness of the blood—the
albumen —leaks out. That is Bright’s Disease, or
consumption of the kidneys and all kidney troubles
lead to it if neglected. Kidney diseases are
exceedingly dangerous and common.
They cause more deaths than any other
human affliction. And yet they are curable—quickly
and easily curable at some stages. Their fearful
fatality is the result of neglect and wrong treatment.
Kidney diseases are silent and usually painless. Their
only warnings at first are shown in the urine—
shown by a cloudiness, or high color, by deposits or
by the fact that the urine stains. It is by overlooking
and neglecting these symptoms that these most
dreaded of all diseases are allowed to progress, for
kidney diseases, without proper treatment, never
recover themselves.
And improper treatment is often worse than
none. Most kidney medicines get their effect from
remedies called diuretics. These are practically
kidney physics, acting as cathartics act on the
bowels. They excite the kidneys to unnatural action
for a time, and cause a seeming benefit; but the only
real result is increased weakness, caused by the
overstrain.
The cure of the kidneys must come through rest and strength, and Dr. Shoop’s
Restorative gives both. Rest comes when it makes the stomach strong and brings perfect
digestion. Strength comes through vitalizing the nerves that operate the kidneys. There is no other
remedy that will do that, and no other way to cure. In the earlier stages the cure is quick. Even in
the later stages the Restorative is almost certain. It has cured thousands of the most difficult cases
that physicians ever meet. It is in all stages the best remedy possible, and the only one so sure that
it is sold under your dealer’s warrant.
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33
Diabetes.
Symptoms.
Constant thirst,
Enormous flow of urine,
Urine pale and watery,
Excessive appetite,
Sweet smelling breath,
Sores in mouth,
Dryness in mouth and throat,
Weak muscles,
Rapid loss of flesh,
Loss of ambition;
Sensitiveness to cold.
Diabetes is a disease of the inside nerves—not
of the kidney tissues. It affects the liver by multiplying
its sugar-forming functions many times over, and
loading the urine with sugar. The effect on the kidneys
is shown when the nerves lose control of them, and the
result is an enormous flow of urine.
No treatment can cure Diabetes without
strengthening these inside nerves. There is no diseased
organ, no inflammation—nothing but weakness of the
kidney nerves. Dr. Shoop’s Restorative is the only
remedy made to strengthen them; and in no other
disease is this treatment more important.
_______________________________________________________________________________________________
Dr. Shoop’s Book on Kidney Diseases goes into detail. It is one of the
most accurate books ever written, and in this age of kidney troubles it
should be read by everybody. Sent free on request.
______________________________________________________________________________
Don’t feel that Dr. Shoop’s Restorative will fail. Have faith in it. Say that it must
not fail; for when you abandon the Restorative you abandon hope. There are many
remedies that will make you feel better temporarily. Only opiates are needed for that. But
sick people want a remedy to cure, not deceive them. Dr. Shoop’s Restorative cures.
______________________________________________________________________________
Doctors Could Not Benefit.
“When I began taking Dr. Shoop’s
Restorative I was suffering from Kidney
trouble and weighed but 96 pounds. I tried
several doctors but they could not benefit
me. Six bottles of your Restorative have
made me strong and well, and I now weigh
117 pounds. I recommend the remedy to
all who have kidney trouble, knowing that
I shall receive the thanks of all who try it
because of this letter.”
MISS CAD GARDINER.
Drain, Oregon, May 30, 1899
Doctors and Health Resorts Failed.
“I have been using Dr. Shoop’s Restorative
for what doctors called Bright’s Disease
and sciatica. I have tried many doctors and
also spent two years at one of the best
34
health resorts in the country, without
obtaining relief, but since taking the
Restorative my health has been better than
for the last seven years.”
E. K. PREUITT, Dorsey Ill.
Did No Work for Years.
“I have been a great sufferer with kidney
trouble for the last five years, and not able
to a day’s work. Last spring I got a bottle
of Dr. Shoop’s Restorative. It gave me so
much relief that I got six bottles, and they
entirely cured me. Can do a day’s work
with any of them now, and am enjoying
general good health.”
W. M. MORFOOT, Perry, Iowa
Thought There Was No Help.
“I have suffered for many years with
kidney trouble, and have used all the
medicines I could get, but still I suffered
night and day, and thought there was no
help for me. One bottle of Dr. Shoop’s
Restorative has made me feel much better,
and life is sweeter. I am seventy-two years
old.”
MRS. FRANK NELSON
Stockholm, Wis.
Seven Remedies Failed.
“I have been troubled with kidney and
liver complaints for three years, and I have
tried seven kinds of kidney and liver cures
faithfully, but they did not even bring me
relief. After all that, one bottle of Dr.
Shoop’s Restorative has cured me entirely,
and to my astonishment I find that I never
felt better than now.”
AUGUST KOPPLIN, Holstein, IA.
Men have learned more about curing serious sickness in the last 25 years than in
all the previous history of the world; and Dr. Shoop’s Restorative represents the best of
that knowledge. Test Dr. Shoop’s Restorative first, and if it fails, get your money back.
There will be plenty of time to try minor remedies afterward, if you need them.
Cured My Boy.
“Dr. Shoop’s Restorative cured my boy of
kidney disease with which he has suffered
from infancy. He is now 13 years old. I
know that your Restorative is the best
remedy made for kidney diseases, because
I had given him nearly all others that I
heard of, and I took him to several
physicians, but he got no better. I feel it
my duty to inform others of these facts.”
MRS. MICHAEL MURNS
October 10, 1896 Costello, Pa.
35
Analysis of Urine.
When one has any symptoms of kidney disease, one of the first steps should be to
have the urine analyzed. There is no other way to learn the exact nature of the disease, the
progress it has made, and what dieting may be necessary. Or if no real disease exists, the
knowledge will relieve your anxiety. Safety really demands an analysis at least once a
year, whether symptoms exist or not; for by discovering such a disease in its earlier
stages, you are enabled to easily head it off.
An analysis, to be valuable, needs to be thorough, but this requires costly
appliances, such as few physicians have. The best and least expensive way is to send to
Dr. Shoop. His laboratory is elaborately fitted for these analyses, and Dr. Shoop’s
personal experience in kidney diseases has been the widest possible.
Upon receipt of a $2.00 and a two-ounce bottle of urine, first voided in the
morning, Dr. Shoop will make a complete analysis and rite you. If he finds the kidneys
diseased, he will tell you the nature of the trouble and the progress it has made. If dieting
is necessary, he will tell you what to eat and what to avoid during treatment. If anything
in your condition required something besides the Restorative, he will prescribe it.
Cork and bottle tightly, pack it in a small cigar box filled with sawdust or cotton
batting, and send by express, charges prepaid. Write your name and address plainly and
paste upon the bottle. Don’t think that each disease calls for a different remedy. There is
nut one cause for most chronic diseases—a weakness of the vital nerves. Dr. Shoop’s
Restorative strengthens all of them.
____________________________________________________________
Spent a Great Deal of Money.
“I had been sick for 14 months, with what
seemed to be a general breaking down of
the nerve system, affecting my stomach,
liver and kidneys. I doctored with several
good physicians and spent a great deal of
money on medicines, but I never found
anything that helped me in the slightest
until I took Dr. Shoop’s Restorative. I have
taken that medicine now for two months,
and the effect has been wonderful. No
stomach trouble, no constipation, my
kidneys are nearly well and my general
health is much improved.”
J. H. JOHNSON
Luther, Okla., June 23, 1899
Helps Her to Keep Well.
“I am a great believer in this Restorative. I
take it whenever I feel exhausted
physically, and am now feeling benefit
from it after a very busy summer. It is now
also greatly helping mother who is
suffering from fatty degeneration of the
heart.”
MARGIE S. HURLBUT
Of Wisconsin Free Press
Oconomowoc, Wis., Nov. 10, 1897
36
Waited 6 Years Too Long.
“I have suffered for six years with a
complication of troubles resulting in
sallow complexion, pimples, backache,
headache, fickle appetite, coated tongue,
slimy teeth, bad breath, indigestion and
constipation. Five bottles of Dr. Shoop’s
Restorative have remedied all these
troubles, and I tell my friends that it is all
due to this remedy.”
MRS. VIOLA JORDAN
Winona, Wash., June 4, 1899
________________________________________________________________________________________________
“I have had more good testimonials about Dr. Shoop’s Restorative in the last week than I
have ever received from any other remedy I have sold.”
C. F. BAUGHAN, Druggist
Benedict, Neb., Nov. 23, 1898
_____________________________________________________________
Spent $148 Without Being Cured.
“I have spent $148 since last September in
doctoring a stomach and liver trouble, but
$2 worth of Dr. Shoop’s Restorative cured
me after all the rest of the treatments
failed.”
MRS. BESSIE MOFSKER
283 Cedar Ave. Cleveland, Ohio
_____________________________________________________________
You cannot know whether your sickness is curable or not until you try Dr.
Shoop’s Restorative for it. If this treatment could not cure where others fail,
why was a lie time spent on it?
_____________________________________________________________
Single Bottles Not Guaranteed.
Those who buy Dr. Shoop’s Restorative in single bottle lots should not expect too much.
Medicine cannot work miracles. You have probably spent years in breakdown down your health.
Do not expect to repair the damage in a week.
Beware of medicines that seem to act quickly, for the effect comes from sedatives or
stimulants. It is easy to make one feel better by merely deadening the nerves. There are no opiates
of any kind in Dr. Shoop’s Restorative. It is made to cure, not to deceive you; and it will cure.
Sometimes a few doses are enough for slight temporary troubles. Two and three bottles
often perform remarkable cures, as are shown by some testimonials published in this book. But
most people who need the Restorative need more than one or two bottles.
37
Guarantees are issued only with 6-bottle lots to insure a fair test. It is better to buy in that
way, unless your trouble is slight; and you risk nothing by it. The Restorative never disappoints
those who give it a chance to cure.
_____________________________________________________________________________
Pain in the Back for Three Years.
“I have been troubled with pain in the back
for three years and the doctor whom I
consulted pronounced it congestion of the
kidneys. Last spring the pain was so severe
that I could not get about. One bottle of Dr.
Shoop’s Restorative entirely cured me,
and, although a year has passed, I have had
no pain whatever since then in my back.”
ALBERT CAMPBELL
Morro, Ill.
_____________________________________________________________________________
The Restorative is the product of a lifetime’s study—the result of countless tests. A
remedy that is made by guesswork stands no chance with it in the battle for life and
health.
You can save many a day of unhappiness by keeping Dr. Shoop’s Restorative in
the house and taking a few doses whenever you feel badly.
Dr. Shoop’s Restorative is an absolutely honest remedy. No opiates, no bromides,
no laxative, even. Its benefits are lasting and final.
Heart Disease.
Heart disease does not
mean an organic disease of the
Fluttering and palpitation of the heart;
heart, except in very rare
Pain or tenderness about the heart;
instances. It means a weakness of
Uneasy or oppressed feeling in the
the heart branch of the inside
chest;
nerves—the power that keeps it
Inability to lie on one side;
beating. The results are irregular
Shortness of breath after slight exercise;
beats, palpitation and weakness,
Irregular pulse;
just as a trembling hand results
Weak spells;
from outside nerve weakness.
Fainting spells;
The only possible way to
Painful or difficult breathing.
doctor heart trouble is to strengthen
the heart nerves. Even though the trouble is organic, that is all we can do. When it is
claimed that a remedy can doctor the heart itself— alter its structure or reduce its size—
reject it. That is, and always must be, absolutely impossible. These rare organic troubles
often correct themselves when the heart nerves are made to perform their functions; but
that result is wrought by Nature, not by medicine.
Any heart trouble requires Dr. Shoop’s Restorative. If the trouble is functional the
Restorative will cure it—and nearly every trouble is functional. There is no other
medicine made for strengthening weak heart nerves. The Restorative will also cure the
Symptoms.
38
cause of the heart trouble, which is frequently Dyspepsia. It makes the entire inner
nervous system strong.
The sufferer from heart trouble realizes that his weakened heart nerves are easily
over-taxed. He feels the ill effects of each exertion and he knows that an over-strain may
in a second stop the heart. A too hearty meal, acting on the weakened stomach nerves,
may break down the heart nerves through sympathy. Most sudden deaths from heart
trouble occur in this way, shortly after eating.
Dr. Shoop’s Restorative will remove the cause for this anxiety, and its cures are
lasting. It is wrong for man or woman to live under the cloud of heart trouble, when this
remedy is offered on condition that it is free if it doesn’t cure.
______________________________________________________________________________________
Dr. Shoop’s Book on the Heart tells much more about heart trouble. If you
would like to read it, please send for it. It is free.
______________________________________________________________________________
The only way to cure a chronic disease is to restore the inside nerve force. Whatever you
do to merely relieve the trouble, be sure that Dr. Shoop’s Restorative must be taken to
cure it.
____________________________________________________________
Heart Trouble and Abscess.
Dr. Shoop’s Restorative, and now after
using six bottles of the Restorative feel like
a young man again. The abscess broke and
has ceased to trouble me any more. I am
sure I owe my life to Dr. Shoop’s
Restorative.
C. I. Shoop, M.D. -- I beg leave to add my
testimony to the many you have already
received. I am an old soldier, have suffered
a number of years with heart trouble, also
kidney diseases and later with a large
abscess in my side; in fact, was nearer
death than alive when I commenced using
JOHN P. HARTGRAVE
Compton, Neb., May 12, 1899
The Family Physician Endorses It.
“It is due you to say that after suffering
from nervousness and heart trouble for ten
years, I found relief in Dr. Shoop’s
Restorative. I treated with a number of our
best physicians, none treating me for less
than a year, and our own family physician
has treated me for seven years, but your
Restorative has done more than all other
remedies. Our family physician now
advises that I continue with the
Restorative.”
IDA V. Ross, Ontario, Cal.
39
Heart Trouble Caused Spasms.
“Dr. C. I. Shoop -- I had a heart trouble for
five years. At times it was so severe that it
resulted in spasms. I believe that the cause
was dyspepsia because I suffered from it
severely, and also from stagnation of the
blood. I tried many medicines, but nothing
even relieved me until I took Dr. Shoop’s
Restorative. I cordially say that my
experience convinces me that nothing else
is equal to that remedy.”
MRS. RUSEN
Franklin Street
Stamford, Conn.
Owes Her Lift to It.
“This is to certify that I owe my health and
even my life, I think, to Dr. Shoop’s
Restorative. I suffered from catarrh of the
stomach and with heart trouble, and my
case was too difficult that I was obliged to
take twelve bottles. But the result is a
complete cure. I can now attend to all my
household duties, and I never felt better in
my life.”
MRS. E. GLOVE
Dodge Center. Minn.
______________________________________________________________________________
The cures made by Dr. Shoop’s Restorative are permanent. Nothing is used to
deceive you—nothing for temporary effect. The nerve power that operates every vital
organ is lastingly renewed.
Many Expect Too Much.
Many people write us that they would try Dr. Shoop’s Restorative if their dealer would
warrant one bottle. We reply: “If your case is difficult, we cannot even recommend one bottle. A
month’s test of the Restorative is free if it fails. A week’s test may only discourage you.
Those sick ones do not appreciate how sick they are. Nothing less than magic could
restore broken down health in a week, and there is no magic. Cures are always gradual.
There are many sick people who have given up Dr. Shoop’s Restorative only because one
bottle failed to pretty near cure them. They go on suffering, believing that the Restorative has
failed. That is the pity. Don’t try to prove that the Restorative can’t cure, for it is probably the
only remedy that ever can make you well. Give it the chance that it needs.
___________________________________________________________________________
When Dr. Shoop’s Restorative cures you, tell others about it. Your
words will have more influence than our words on a friend who is sick. Tell
that you have learned the remedy, which cures.
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40
Free Letter Consultation.
Dr. Shoop offers free medical advice to anyone who asks it; not only in diseases
described in this book but in any disease. Mothers are invited to consult him regarding
children’s diseases. Anyone who is sick from any cause may write him. Any patient
taking the Restorative, who finds that any symptom of his trouble does not yield readily,
is particularly requested to write the Doctor about it.
You may enclose stamp for reply, if you wish, but the advice is free. The best
counsel of this eminent and successful physician is absolutely at your free service in any
case, at any time; and in most diseases no better advice is possible.
Address Dr. Shoop, Racine, Wis.
Women’s Diseases.
Woman’s peculiar organism is
controlled
entirely by the inside nerves,
Backache,
and in those nerves always lies the cause
Headache,
of her weakness. The results are far
Weakness,
reaching, for the weakness of one branch
Pallor,
of this nerve system weakens all
Poor circulation,
branches through sympathy. The
Cold feet,
weakness eventually affects all vital
Leucorrhea,
organs, and breaks the whole constitution
Nervousness,
down.
Irritability,
It is wrong to consider that because some of
Fainting spells,
these symptoms are common they are unimportant.
Slight spasms,
In every female weakness exists the possibility of
Irregular menses,
wrecking all that a woman prizes—health, beauty,
Disposition to sleep,
happiness and home. Every day of neglect adds to
Desire for solitude,
her wretchedness, and wastes in useless suffering
Bearing-down feeling,
another day of life.
Pain at side of mouth.
Common remedies for woman’s diseases
aim at relief not cure. Laxatives are used for this purpose—sedatives to deaden pain—
stimulants to temporarily strengthen. But all such results are both transient and harmful.
A cure requires the strengthening of the inside
nerve system, and Dr. Shoop’s Restorative must be taken for that. There is no other way
to give permanent strength to the womanly organism and to all vital organs as well. This
remedy removes the cause of all local symptoms, and makes a woman well all over.
Without it, local treatments are useless, for the trouble promptly returns.
Dr. Shoop’s Restorative is always woman’s best friend. She needs it when
girlhood changes into womanhood, to ensure womanly health. She needs it during
pregnancy to save the risks and pains of childbirth. She needs it for strength when she is
weak, for permanent relief when she suffers. She needs it during change of life, to save
the wreck of health and nerves so likely and so common when this help is not given.
There is no other remedy to take its place—
Symptoms.
41
no other that can be guaranteed to accomplish the results intended.
______________________________________________________________________________
No matter what branch of your inside nerve system is weak. All branches belong
to one system, and Dr. Shoop’s Restorative strengthens all.
Dr. Shoop’s Book for Women.
Dr. Shoop has written a book needed by all women. It tells how to doctor any
womanly trouble at home with all the benefits that medicine can give. Explicit directions
are given for treating all local discharges and inflammation with the utmost possible
skill—what to use and how to use it. Sent free on request.
Address Dr. Shoop, Racine. Wis.
Her Choice Was Wise.
“I do not know just what the trouble was. I
doctored for three months with the best
doctor in Onaga, but kept getting worse.
He said that I had heart trouble. I then tried
another physician and he said that I had
gallstone and liver trouble. At that time I
suffered so that I thought I could not stand
it from one minute to another, but the
doctor could give me no relief. That very
evening we happened to receive an
advertisement of Dr. Shoop’s Restorative.
Father looked over it and then asked me to
read it and see if I would rather try that
than see the doctor again. I decided that I
would, so we bought one bottle of
Restorative, and the first spoonful seemed
to help me. I continued its use and I now
feel better than I have for nine years. My
stomach trouble is cured, my heart beats
regularly, I have no more smothering
spells and my complexion is clear.”
MATTIE McGUIRE
Onaga, Kas., June 17, 1899
Years of Useless Suffering.
“I have suffered from nervousness and
stomach troubles for many years, and have
taken a great many different remedies and
have treated with good physicians without
much relief. As soon as I began taking Dr.
Shoop’s Restorative I felt great benefit. I
am now using my second bottle and am
doing my own house cleaning. I can also
eat all the food, which before gave me
great distress. I have not felt so well for
years as I do today.”
MRS. D. F. HEMER
Sacramento, Pa.
Help Suffering Women.
“It is with pleasure that I announce to you
the cure of my terrible suffering. I had
tried many doctors and medicines without
relief until I was advised to try Dr. Shoop’s
Restorative. That medicine cured my
stomach and also greatly relieved me of
pain during my change of life. I
recommend this remedy to all suffering
42
letter.”
women, certain that I will receive the
thanks of all who try it because of this
MRS. BARBARA KITZER
1119 Arch St., Louisville, Ky.
Would be No Nervousness
“If all nervous women would try Dr.
Shoop’s Restorative there would be no
nervousness. I have tried it and consider it
a remarkable remedy.”
MRS. E. J. BARNES
605 Sixth St., West Boone, IA.
____________________________________________________________________________
Trying wrong remedies is what makes sickness costly. Enough of Dr.
Shoop’s Restorative to cure even a difficult case costs little. And the test
costs nothing if it fails.
When you are nervous, something is wrong inside. The cause may
NERVOUSNESS be indigestion or with women it may be a female weakness. Some
symptoms given on previous pages will show you where the trouble lies. Nervousness is
a sensitiveness of the outside nerves, but it is always a result of some inside nerve
weakness. Dr. Shoop’s Restorative will cure the cause of the trouble, wherever it lies.
Other nerve remedies may have a quieting effect because of the sedatives in them, but it
is temporary. The Restorative ends the trouble permanently, and in the only way possible.
Insomnia results when the inside nerves control the blood
vessels are weakened, so that the vessels expand and allow too
much blood to circulate in the brain. This weakness always results from some other
inside nerve weakness—usually a stomach or a female weakness. If the trouble is but
temporary, Dr. Shoop’s Restorative removes it quickly. A few doses are frequently
enough. If the trouble is chronic, the Restorative is just as certain. The sleep that it brings
is natural and restful—not the deadening brain destroying sleep that comes from
sedatives.
SLEEPLESSNESS
Eruptions of the skin, bad complexion, lassitude and languor
indicate impure blood. The usual treatment is with blood
medicine; but it is wrong. Good physicians years ago abandoned such attempts to force
the impurities out. There is only one way to purify the blood and that is Nature’s way—
through the liver and kidneys. We must strengthen these organs as told in this book, and
make them active. No common blood purifier is even a tenth so effective as Dr. Shoop’s
Restorative, for the Restorative acts in the right way—in the only way.
IMPURE BLOOD
Calls only for better nutrition. The stomach must be strengthened
as told in this book. When you are sick, your whole future may
depend on your choice of a treatment. There are many to choose from, but Dr. Shoop’s
Restorative is the only one so sure that your dealer guarantees it.
LOSS OF FLESH
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Nothing Else Brought Sleep.
“I take pleasure in recommending Dr.
Shoop’s Restorative as a cure for
nervousness and sleeplessness. For a
number of years my nerves have troubled
me so at night that I could not get one
hour’s sleep. I tried all remedies for the
trouble, and could not get any relief. It
seemed as if no medicine could reach my
case. Your Restorative has cured me so
that I now rest well every night.”
MRS. C. H. PHINNEY
South Farmington, Nova Scotia
Nervous Prostration for Years.
“I write you to tell you how grateful I am
for calling my attention to Dr. Shoop’s
Restorative. For several years I had
nervous prostration, severe attacks of
indigestion, and general debility of my
whole system. Both physically and
mentally I was utterly wretched. For three
whole months I lived on bread and beef tea
because my stomach would retain nothing
else. The sick headaches which I had for
three years were dreadful. I took many
remedies but no relief was permanent until
I took Dr. Shoop’s Restorative. I began
then to gain almost immediately in
strength, flesh, appetite and digestion. I am
now entirely cured and can eat as other
people do. I send you my sincere gratitude,
for I am a well and happy woman.”
MISS L. W. GOODELL
Norwich, Conn.
Wasted Twenty Years.
“I have just finished the third bottle of Dr.
Shoop’s Restorative and it winds up a
complete cure of my old chronic trouble of
almost a lifetime’s duration. I suffered
from nervousness of an epileptic nature
and constipation, and though I am 62 years
of age I feel better than I have for 20 years.
I believe now that I shall live to make up
for the years that I lost fooling with
worthless medicines and quack doctors,
spending enough to start a drug store, and
to no purpose. I can now attend to
business, and I feel entirely cured.”
CHAS. M. HAMILL
Whitewater, Colo., July 4, 1899
Cured Erysipelas After 20 Years.
“I have been afflicted with Erysipelas for
fully twenty years and have not been able
to do my work. I was confined to my bed
when I first took Dr. Shoop’s Restorative,
but inside of a week’s time I was able to do
my work, and have been gaining ever
since. The remedy was worth its weight in
gold to me, for I had spent much money
with physicians, and had taken all kinds of
medicine without the least relief.”
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MRS. TOMPSON
Johnston St., Gouverneur, N.Y.
_____________________________________________________________________________
Do not be discouraged because other treatments have failed. Dr. Shoop has not
studied a lifetime without making his Restorative more effective than other remedies are.
The Risk is Ours—The Benefit is Yours.
We have told you all the facts you need. We have made you the fairest offer that
is possible. The decision and action now must rest with you.
If you need help, go to your dealer and get the Restorative; and if you buy six
bottles, get your dealer’s agreement to pay your money back if you want it.
Remember that your health is the stake to be gained, and there is nothing to lose.
——————————
Each bottle of Dr. Shoop’s Restorative represents the labor of a lifetime. There is
no ingredient that has not been the subject of a thousand tests. There has been no problem
that one man ever solved which required more arduous labor. Yet all that those years
accomplished is now offered at a price which even poverty can pay; and under your
dealer’s agreement to return the price if it fails.
——————————
We could publish twelve hundred times as many testimonials, for we have 50,000
in our files; but do you need more? You wish to know what the Restorative will do for
you—not what it did for others. Make the best in your own case at our risk, and you will
learn more than all the letter in our files could tell you.
——————————
These three things are certain:
First, if your sickness is serious, you must take Dr. Shoop’s Restorative to cure it. Other
remedies may benefit for a time, but a cure requires that the weak vital nerves be strengthened,
and only the Restorative can do that.
Second, the sooner you take it, the easier the cure will be.
Third, no other honest remedy for chronic diseases is, or ever will be, offered on
condition that it is free if it fails.
Local Treatment for Women.
There is another remedy that needs to go with the Restorative in cases of womanly
troubles. The Restorative builds up and strengthens a woman, and removes the cause of her
weakness. But when that weakness has led to local inflammation, leucorrhoea or ulceration, local
treatment is also needed.
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These local troubles drain woman’s vitality. They wreck her nerves, her beauty,
disposition, happiness and health. They are curable; yet most women leave them undoctored,
because of the dread of exposure. And millions pay fearful penalties.
Dr. Shoop spent twelve years in selecting a local treatment. He did this because his
Restorative could not bring permanent health while these local troubles continued. For twelve
years he experimented with every possible remedy, only to find that even the best treatments in
use were but temporary. Some could suppress, but none could cure.
But he finally found the right remedy in the extract of a certain white lily. After
personally testing this remedy in something over one thousand cases, he adopted it. By that time
he had proved to a certainty that this was the best remedy that Nature had provided for this
purpose, so far as any man knows. It is practically infallible.
With this remedy he combines other remedies that are absorbents—remedies that draw out the
poisonous discharges so that the healing is permanent. And he incorporates all these
ingredients into pure Cocoa Butter. Then he compresses the product into the form of pastilles. A
wash is to quickly absorbed or discharged to be of any particular service. The pastilles melt
slowly, and remain in contact with the diseased parts for hours.
This remedy is called “Dr. Shoop’s Night Cure” because it cures while you sleep. In this
simple remedy, that you can apply yourself, is the most perfect and powerful treatment that any
physician knows. It will save all the suffering and the damage that results from these troubles, if
you take the Restorative with it. It has contributed more to the happiness of women than any other
remedy in existence.
Dr. Shoop’s Night Cure will be supplied by the dealer named on the back
of this book. Or, if not, it will be mailed from Dr. Shoop’s Laboratory upon receipt of price: One
box, $1.00; three boxes, $2.75. Book about local treatments sent free on request. Address
Dr. Shoop, Racine, Wis.
[Back of Booklet]
We Sell Dr. Shoop’s Restorative under our
own guarantee, and with a six-bottle lot we will
sign and give you the certificate told of in this
book. Please call at once.
[Drug Store Name]
[Address]
There is no substitute for Dr. Shoop’s
Restorative; no other remedy yet made can strengthen
the inside nerves.
Price – One bottle: $1.00; six bottles: $5.50
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Here’s a newspaper ad Hopkins crafted
for Dr. Shoop’s Restorative.
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The Astonishing Tale of “Liquozone”
With a product called Liquozone, Hopkins demonstrated how the right advertising
campaign and marketing strategy can transform a failed company on the verge of
bankruptcy into a worldwide blockbuster success.
Hopkins decided to take on the marketing challenge after interviewing and
reading the testimony of hundreds of people who had used the product; and also after
visiting many hospitals to discuss the merits of the product with doctors who were using
it. Hopkins was persuaded that this product -- a germicide -- indeed worked.
Hopkins worried that he -- just one man -- was too small for the task. But he
made it his personal mission to ensure this product’s success because he believed in it so
strongly. Hopkins wrote this in his memoir: “Night after night I paced Lincoln Park,
trying to evolve a plan. I held to my old conceptions. Serve better than others, offer more
than others, and you are pretty sure to win.”
After days and nights of thinking, Hopkins decided he would give an inquiring
customer a free fifty-cent bottle to try -- a free sample. This hardly seems so brilliant
today since the “free sample” is now standard marketing fare. But the approach was
revolutionary back then.
Hopkins’ campaign quickly made Liquozone an international phenomenon with
millions of dollars in annual sales.
Hopkins took most of his compensation in the form of 25 percent of the
company’s shares, since the company, when it hired him, had no money to pay him.
Who knows how much Hopkins actually earned from his 25 percent stake? But we can
safely assume that the sum was enormous, especially by the standard of his time.
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Here’s what one of Hopkins’ ads for
Liquozone looked like:
Here’s the text of the Hopkins ad:
(Notice, again, that Hopkins wrote long ads with a lot of copy. “Tell the full story,”
he said. But he also does not waste words.)
$2,000,000
Have Been Spent to Let the Sick of America Try Liquozone Free
When we purchased the rights to Liquozone, the great problem was to let the sick
know its power. For years we watched it cure diseases which medicine could not cure.
We had proved that, in germ troubles, the results were almost inevitable. We were using
it daily in our own homes, as a preemptive of sickness, and we knew that every home
should have it.
In every neighborhood, all over America, there was sickness which nothing but
Liquozone could cure. There was everywhere suffering which only Liquozone alone
could stop. And thousands were dying whom Liquozone could save. What was the right
way - the best way - to quickly let those sick ones know it?
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We decided to buy the first bottle and give it free to every sick one we learned of.
And we published this offer in 2,500 papers. The result is that millions know Liquozone
almost as well as we do. And half the people you meet, wherever you are, know
someone whom Liquozone has cured.
Not Medicine.
Liquozone is not made, like medicine, by compounding acid and drugs; nor is
there any alcohol in it. Its virtues are derived solely from gas, made in large part from the
best oxygen producers. The process of making takes fourteen days and requires immense
apparatus. At the end of two weeks we get one cubic inch of Liquozone for each 1,250
cubic inches of gas used. The attainment of this product has, for more than twenty years,
been the constant subject of scientific and chemical research.
The main result is to get into a liquid, and then into the blood, a powerful, yet
harmless germicide. And the product is so helpful - so good for you under any condition
- that even a well person feels its instant benefit.
This is a product which, in the past two years, has sprung into worldwide use in
the treatment of germ diseases. It is now used by the sick of nine nations by physicians
and hospitals everywhere. It is dally used in millions of homes in America.
We Paid $100,000.
For the American rights to Liquozone, and rights in other countries, have sold for
proportionate sums. We mention this fact to indicate the value of Liquozone - the value
to you. Men have never before paid such a high price for any discovery used in the cure
of sickness.
We need not tell you that we proved Liquozone well before buying it. for years it
was tested through physicians and hospitals, in this country and others. It was employed
in every stage of ever germ disease, in all the most difficult cases obtainable. With
thousands of sick ones, considered incurable, we proved that it did what medicine could
not do. Then, and only then, did we pay the price.
Since then we had spent nearly $2,000,000 to make Liquozone known. We have
bought the first bottle and given it free to every sick one we learned of. These people
told others, and the others told others. The result is that Liquozone is now more widely
employed than any medicine ever was. And no one can doubt that it is doing more for
sick humanity than all the drugs in use combined.
Kills Inside Germs.
The greatest value of Liquozone lies in the fact that it kills germs in the body
without killing the tissues, too. and no man knows another way to do it. Any drug that
kills germs is a poison, and it cannot be taken internally. For that reason, medicine is
almost helpless in any germ disease.
Liquozone is a germicide so certain that we publish on every bottle an offer of
$1,000 for a disease germ that it cannot kill. Yet it is not only harmless, but of wonderful
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benefit - better than anything else in the world for you. No one is so well that he cannot
be helped by it.
The reason is germs are vegetables, and Liquozone - like and excess of oxygen is deadly to vegetal matter. To the human body Liquozone is exhilarating, vitalizing,
purifying - the most needful, the most helpful thing possible. Bu to germs it is certain
destruction, and these facts are true of nothing else in existence.
Germ Diseases.
There are the known germ diseases, all due to germs or the poisons which germs
create. These are the diseases to which medicine does not apply, for drugs cannot kill
inside germs.
All that medicine can do for these troubles is to act as a tonic, aiding Nature to
overcome the germs. But these results are indirect and uncertain, depending on the
patient’s condition. A cure is always doubtful when drugs are used, and some of these
diseases medicine never cures.
Liquozone alone can destroy the cause of these troubles. It goes wherever the
blood goes, so that no germs can escape it. The results are almost inevitable. Disease
which have resisted medicine yield at once to Liquozone. “Incurable” diseases are cured
by it. In any stage of any disease on this list, the results are so certain that we will gladly
send to any patient who asks for it an absolute guarantee.
[Long list of illnesses and ailments]
All diseases that begin with a fever - all inflammation - all contagious diseases all the results of impure or poisoned blood. In nervous debility Liquozone acts as a
vitalizer, accomplishing what no drugs can do.
50-Cent Bottle Free
If you need Liquozone, and have never used it, please send us he coupon below.
We will then send you an order on a druggist for a full-sized bottle - a 50-cent bottle and will pay the druggist ourselves for it. This applies only to the first bottle, of course to those who have never used it.
The acceptance of this offer places you under no obligations. We simply wish to
convince you, to let the product itself show you what it can do. Then you can judge for
yourself if you wish to continue.
This offer should convince you that Liquozone does as we claim. We would
certainly not buy a bottle and give it to you if there was any doubt of results. You want
these results; you want to be well and to keep well. Then be fair enough to accept our
offer today. Let us show you, at our expense, what this wonderful product means to you.
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Liquozone costs 50 cents and $1.
CUT OUT THIS COUPON
For this offer may not appear again. Fill out the blanks, and mail it to: Liquozone
Company, 458-464 Wabash Avenue, Chicago.
My disease is ________________________________________
I have never tried Liquozone, but if you will supply me a 50-cent bottle Free, I will
take it.
___________________________________________________
___________________________________________________
___________________________________________________
Give full address - write plainly.
Any physician or hospital not yet using Liquozone will be gladly supplied for a test.
Other headlines Hopkins used with essentially this same copy
included:
336 HOURS
Are Required to Make Liquozone – Yet the First Bottle Is Free.
We Will Buy
A 50 cent bottle of Liquozone and Give it to You to Try.
“I’m Well
Because of Liquozone,” is Now Said the World Over.
It is Wrong
To Suffer From a Germ Disease, When Liquozone is Free
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Millions Know
That Liquozone Does What Medicine Cannot Do. A 50c Bottle Free.
Nine Nations
Now use Liquozone. Won’t you try it - Free?
You Can’t Kill
Inside Germs With Medicine. Won’t You Try Liquozone—Free?
Let Us Pay
For a Bottle of New Liquozone, and Give it to You to Try.
53
Hopkins’ ads helped fuel the growth of a new
auto industry
Hopkins created ad campaigns for many different car companies.
Ironically, one of Hopkins’ ad campaigns caused the undoing of one company -the Mitchell company -- because his ads created “too much” demand for the car and the
company could not build enough cars to meet the demand.
This ad campaign was headlined “John W. Bates, Efficiency Expert.” The ad told
a story about this man and his methods. This campaign increased sales at an amazing
rate. To fulfill the avalanche of orders that came in, the company cut corners on quality
and produced a shoddy product. The car was dubbed “a fizzle” -- and the company went
out of business. What a lesson: Too much demand can produce its own problems.
Here are a couple of the themes you will see in the Hopkins car ads.
He wanted to give the cars a personality. He knew people relate more if they feel
like they are being treated as an individual. So he gave the cars a personality and often
had the ads signed by someone -- either the head of the company, or the car’s designer, or
someone else.
He also capitalized on the desire for people to be part of the crowd -- to be
fashionable. So Hopkins emphasized the notion that the cars were popular. He did this,
in part, with testimonials. Not only did these testimonials testify to the quality of the
product, but they also tapped into the human desire not to be “left out.”
Here are some of the Hopkins car ads:
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Quaker Oats
When Hopkins was working for Quaker Oats, he tried to increase sales by
increasing the consumers' total consumption. He saw that Quaker Oats already dominated
the oatmeal market. So there was really no way for the company to increase its share of
the oatmeal market. But if Hopkins could increase the total consumption of oatmeal, the
company would sell more oatmeal. So Hopkins’ plan was to promote the virtues of
oatmeal and therefore increase total oatmeal consumption.
This was not one of his better campaigns in my opinion. But every Hopkins ad
and campaign is worth studying.
Here’s a Hopkins ad for Quaker Oates that makes an argument based on value.
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Pepsodent Toothpaste
One of Hopkins’ anchor accounts was Pepsodent Toothpaste. He ran the
company’s ad campaigns for more than two decades.
Hopkins’ ad campaigns enabled Pepsodent to charge double what other
toothpastes charged. Competitors charged 25 cents, while Pepsodent charged 50 cents.
Making teeth whiter and eliminating plaque -- which Hopkins called “film” -became a focus of his campaign. Hopkins also emphasized the improved “appearance”
of teeth brushed with Pepsodent (not just the health benefits). Instead of promoting
Pepsodent primarily as preventing cavities (though he certainly touched on this benefit),
Hopkins emphasized Pepsodent as improving the beauty of one’s smile.
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By the way, Hopkins did not come up with this winning theme on his own, out of
the blue.
He discovered the most productive theme through constant testing of one ad
against another -- always testing new headlines and emphasizing different benefits. What
he found was that people certainly wanted fewer cavities, but they also wanted their teeth
to be whiter and better looking.
Hopkins never relied on his own guesses, though his guesses were often right. He
relied on the results of tests and data. For Hopkins, the most important word in all
marketing is the word “TEST.”
Test, test, test. Hopkins was always testing.
Hopkins’ campaigns built Pepsodent into the world’s best selling toothpaste.
You’ll also see the “free sample” featured prominently in many of Hopkins’ ads for
Pepsodent.
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The Quotable Claude Hopkins
"Advertising is salesmanship. Its principles are the principles of
salesmanship…. Thus every advertising question should be answered by the
salesman's standards."
"Treat it as a salesman. Force it to justify itself. Compare it with other
salesmen. Figure its cost and result. Accept no excuses which good salesmen
do not make. Then you will not go far wrong."
"Many think of advertising as ad-writing. Literary qualifications have no
more to do with it than oratory has with salesmanship…. One must be able
to express himself briefly, clearly and convincingly, just as a salesman must.
But fine writing is a distinct disadvantage. So is unique literary style. They
take attention from the subject. They reveal the hook. Any studied attempt to
sell, if apparent, creates corresponding resistance."
"Advertising is multiplied salesmanship. It may appeal to thousands while
the salesman talks to one."
"There is one simple and right way to answer many advertising questions.
Ask yourself, 'Would this help a salesman sell the goods?' 'Would it help me
sell them if I met the buyer in person?'"
"Don't think of people in the mass. That gives you a blurred view. Think of a
typical individual, man or woman, who is likely to want what you sell….
Don't boast, for all people resent it. Don't try to show off. Do just what you
think a good salesman should to with a half-sold person before him."
"Remember that the people you address are selfish, as we all are. They care
nothing about your interest or your profit. They seek service for themselves.
Ignoring this fact is a common mistake and a costly mistake in advertising."
"The best ads ask no one to buy…. The ads are based entirely on service.
They offer wanted information. They cite advantages to users. Perhaps they
offer a sample, …., so the customer may prove the claims without any cost
or risk."
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"Some of ads seem altruistic. But they are based on a knowledge of human
nature…. People can be coaxed but not driven. Whatever they do they do to
please themselves."
Which facts attract?
"People do not read ads in series. The advertiser who today attracts them
may not again get attention for months. So, when you get a reading, present
all your arguments. In an advertising campaign, we find facts which appeal,
and we retain them. We find other facts which don't appeal, and we drop
them. We find these things out by featuring our various claims in headlines.
We find that one lead brings a great deal of interest, while another brings
little or none. So we gauge our appeals accordingly."
Advertising and Psychology
"The competent advertising man must understand psychology. The more he
knows about it the better. He must learn that certain effects lead to certain
reactions, and use that knowledge to increase results and avoid mistakes."
"We learn, for instance, that curiosity is one of the strongest of human
incentives…. We learn that cheapness is not a strong appeal…. We learn
that people judge largely by price. They are not experts."
"There is a great deal in mental impression. Submit five articles exactly alike
and five people may each choose one of them. But point out in one some
qualities to notice and everyone will find them. The five people then will
choose the same article."
Advertising Strategy
"Advertising is much like war, minus the venom. Or much, if you prefer,
like a game of chess. We are usually out to capture others' citadels or garner
others' trade."
"Sometimes in new campaigns comes the question of a name…. Often the
right name is an advertisement in itself."
"Competition must be considered. What are the forces against you? What
have they in price or quality of claims to weigh against your appeal? What
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have you to win trade against them? What have you to hold trade against
them when you get it?"
"Advertising without preparation is like a waterfall going to waste. The
power may be there, but it is not made effective. We must center the force
and direct it in a practical direction."
Great advertising and sales letter writing is hard work
"The uninformed would be staggered to know the amount of work involved
in a single ad. Weeks of work sometimes. The ad seems so simple, and it
must be simple to appeal to simple people. But behind that ad lie reams of
data, volumes of information and months of research. This is no lazy man's
field."
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