Claude C. Hopkins Quotes
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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick.
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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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.
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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.
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Whatever claim you use to get attention, the advertisement should tell a story reasonably complete.
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Address the people you seek, and them only.
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Advertising is much like war, minus the venom.
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The weight of an argument may often be multiplied by making it specific.
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The time has come when advertising in some hands has reached the status of a science.
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Genius is the art of taking pains.
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The man who wins out and survives does so only because of superior science and strategy.
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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.
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The right name is an advertisement in itself.
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Never be led in new paths by the blind.
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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.
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Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.
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If a claim is worth making, make it in the most specific way.
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Names that tell stories have been worth millions of dollars. So a great deal of research often proceeds the selection of a name.
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People don't buy from clowns.
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A man coined to superlative must expect that his every statement will be taken with some caution.
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This is no lazy mans field.
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The advertising man who spares the midnight oil will not get very far.
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Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader.