Why Did Claude Hopkins Say to Sell Painkillers, Not Vitamins?

David Senra, reading Claude Hopkins on Pepsodent, says sell a painkiller, not a vitamin. People will do anything to cure a trouble, and little to prevent it. Hopkins resolved to advertise the toothpaste as a creator of beauty. The usual pitch said to use it so teeth do not fall out or decay. Preventative measures were not popular, and prevention offers slight appeal.

He never referred to disasters and never pictured the afflicted. Every illustration showed attractive people and beautiful teeth. People want rewards, and ways to be happier, more cheerful, and more beautiful. Their main ambition is more success, more happiness, more beauty, and more cheer. Senra says Hopkins made a ton of money on Pepsodent that way. The line he reads has Hopkins making a million dollars, which Senra calls an insane amount for the time, by learning that psychology.

Every campaign depends on its psychology. Success or failure is the right or wrong appeal. Countless advertising ideas have been wrecked by missing that side of human nature.