Dan Heath has posted a great story from the history of Claude Hopkins, one of the all time greats in copywriting. He describes how Hopkins visited Schlitz Beer in 1919. After visiting the brewery he recommended a campaign including: “crystal clear water from a special artesian well”, the result of over “1,500 experiments and produced a very distinct fresh, crisp taste”, and how the bottles were “sterilized 12 times to ensure purity, so that nothing would interfere with the clean taste of the beer”.
Schlitz initially dismissed the campaign, because the same facts were essentially try of all beer. However, when they ran the campaign their market share rocketed from 15th to 1st in just six months.
Schlitz had done two things. Firstly, he recognized that although the brewing process was
well known to experts, it would be impressive to the man in the street.
Secondly, he described the features in terms of benefits to the consumer – for
example, the 12 repetitions of sterilization were there to improve the taste
for the drinker.
As an indication of how sucessful and influential Hopkins was, consider the fact that he was hired in 1907 by Lord & Thomas for a salary of US$185,000 (comparable to about US$1.6million).