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Michigan, probably pretty clean at time, wasn’t clean enough for Schlitz. The final beer product was aged for six months before being bottled and shipped. Next, Hopkins went to the Schlitz laboratory where he saw the original mother yeast cell. It took 1,200 separate experiments to get that one cell—all so Schlitz would have the most robust flavor. All the yeast used in making Schlitz beer has come from that one mother cell. Hopkins also learned that a Schlitz family member selects the choicest barley and the brewmeister travels to the old country to gather the best hops. Turning intelligence into dollars With all that gathered intelligence, what does Hopkins do? He sits down and crafts a print ad campaign. He talks about purity, but he doesn’t scream it. Instead he weaves it into stories that balance the 50 years of Schlitz brewing experience that have brought about perfection with these new brewing methods that produce the purest beer ever. Was gathering intelligence in order to sell beer a lot of work? As Hopkins says, “The uninformed would be staggered to know the amount of work involved in a single ad. Weeks of work sometimes. The ad seems so simple, and it must be simple to appeal to simple people. But behind that ad lie reams of data, volumes of information and months of research. This is no lazy man’s field.” Did all that work pay off for Schlitz? Within a few months, Schlitz jumped from the No. 5 brewery in the country to No. 1 and held on to that position for many years to come. Did all that work pay off for Hopkins? We don’t know what his salary at the J. L. Stack Advertising Agency was, but he soon moved on to the prestigious Lord & Thomas Agency in Chicago, where its legendary boss, Albert Lasker, paid Claude Hopkins an annual salary of $185,000 to start. That was in 1907. The equivalent today would be around $4.6 million. And by the time Hopkins retired in 1923 he had been both the company’s president and chairman. Good intelligence gathering and hard work paid off handsomely. If you’d like to learn how to gather intelligence the right way and you’re willing to put in some hard work, I can show you the way to making seven figures too. See my note at the end. ABOUT JORDAN BELFORT In the 1990s, JORDAN BELFORT built one of the most dynamic and successful sales organizations in Wall Street history. During that time, he soared to the highest financial heights, earning over $50 million a year, a feat that coined him the name “The Wolf of Wall Street.” As the owner of Stratton Oakmont, Belfort employed over 1,000 stockbrokers and raised over $1.5 billion and started more than 30 million-dollar-companies from scratch. He’s acted as a consultant to more than 50 public companies and has been written about in virtually every major newspaper and magazine in the world, including The New York Times, The Wall Street Journal, The Los Angeles Times, The London Times, The Herald Tribune, Le Monde, Corriere della Serra, Forbes, Business Week, Paris Match and Rolling Stone. Some final thoughts What the Schlitz Brewing Company did was nothing extraordinary. Every brewery produced beer in the exact same way. All Claude Hopkins did was tell people why Schlitz beer was pure. In so doing he gave them the reason why they should choose Schlitz over other beers. Many believe Claude Hopkins is the father of modern advertising. He introduced us to the free sample, coupons, premiums, split testing and mail order. I never met Claude Hopkins. Totally different generation. But I’ve trained thousands of men and women like him. People who weren’t satisfied with an average lifestyle and who were willing to roll up their sleeves and learn how to be the best closers in their industry. Today, his proprietary Straight Line System allows him to take virtually any company or individual, regardless of age, race, sex, educational background or social status, and empower them to create massive wealth, abundance, and entrepreneurial success, without sacrificing integrity or ethics. Jordan’s two international bestselling memoirs, The Wolf of Wall Street and Catching the Wolf of Wall Street, have been published in over 40 countries and translated into 18 languages. His life story has been turned in to a major motion picture starring Leonardo DiCaprio and directed by Martin Scorsese. 13