Claude C. Hopkins Quotes
Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves
Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.
Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring
Platitudes and generalities roll off the human understanding like water from a duck.
The man who wins out and survives does so only because of superior science and strategy.
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
The time has come when advertising has in some hands reached the status of a science.
A man coined to superlative must expect that his every statement will be taken with some caution
The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.
Don't, to gain general and useless attention, sacrifice the attention that you want
Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know
