Click here for hi-res image. 2 Claude Hopkins wrote an advertisement for Schlitz beer with five pages of solid text. In a few months, Schlitz moved from fifth in sales to first. 3 I wrote 700 words for Good Luck margarine. Sales responded. 4 My first ad for Puerto Rico contained 600 words (signed by Beardsley Ruml but written by me). Fourteen thousand readers sent in the coupon, and scores of them built factories in Puerto Rico. 5 A series of newspaper ads for Shell carried 800 words. Twenty-six