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  • 25(ish)-APR-2024 | Claude Hopkins’ “10-Day Test” Pepsodent Ad

25(ish)-APR-2024 | Claude Hopkins’ “10-Day Test” Pepsodent Ad

Author

Dan Bogachek
April 26, 2024

Claude Hopkins’ “10-Day Test” Pepsodent Ad

One of the most famous long-copy ads ever, from the father of modern advertising himself.

First paragraph: a social-proofed promise, a poke at the ego, then a brief call to action. But the CTA leaves you with unanswered questions — hence you read on.

Second paragraph: time for pain. Sparing no details, let’s dive into how your teeth are rotting away.

And every last thing is oriented around “you.”

This 10-Day Test
Has shown millions the way to white teeth

This is how millions have found the way to whiter, safer teeth. You see the results on every hand — perhaps in teeth you envy. Send now for this simple ten-day test and see what you own teeth show.

Why teeth discolor

There is on your teeth a viscous vilm. You can feel it with your tongue. It clings to teeth, enters crevices and stays. That film is the teeth’s great enemy. It dims them and destroys them.

The tooth brush fails to end it, for the ordinary tooth paste cannot dissolve it. So for months between your dental cleanings it may do a ceaseless damage.