Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How Claude Hopkins Sold Beer With Science Not Poetry
Lucas and Luna unpack the 1920s copywriting genius of Claude Hopkins, focusing on his legendary Schlitz beer campaign. Hopkins rejected flowery language and instead ran split-tests on ads, scrubbed brewery floors for a fact, and boosted Schlitz from fifth to first place in just a few months. The episode walks through his exact headline, his use of 'scientific' proof points, and why modern DTC brands like Hims and Dollar Shave Club are spiritual descendants of his method. Listeners learn the one question Hopkins asked before writing any ad—and why most copywriting today still gets it…
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