Claude Hopkins figured this out in 1923. We just proved him right again.

Why "B12" beats "blood biomarkers" and what the advertising pioneers already knew about specificity

Certain truths are always good to re-test. One truth we’ve always known and followed is that specificity outperforms generics every day of the week.

But it’s always good to revisit these things and ensure they remain true today. Lots of classic advertising advice is permanent, some as outdated their working practices.

Over the last month, we’ve ran a han…