How Does Claude Hopkins Make Pespodent Toothpaste Work?

Pestudent was sold throughout the world and for more than 30 years it remained a top selling American toothpaste earning billions of dollars. Ten years after his first campaign launch with pestudent one 65% of Americans had developed a daily habit of brushing their teeth. By the end of World War II the American military downgraded their concern for oral hygiene because so many recruits had established a daily brushing routine. James Twitchell states in this book that in each case you can see how Hopkins is constantly showcasing the value the product provides. He never compares his product with a competitor, he never mentions price, he never talks about customer quotes or use cases but his methods change the behaviour of millions