RUN YOUR TONGUE ACROSS YOUR TEETH

Summary from the TLDR Marketing newsletter

Claude Hopkins built Pepsodent's campaign around a problem customers could recognize, using a 3 second test to demonstrate sticky film on teeth. He offered free samples with instructions to test the toothpaste's effectiveness. Unique coupon codes helped track headline performance and revealed that leading with “free” reduced response by 75%. He also tested campaigns in one city before expanding nationally.