Claude C. Hopkins Quotes
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects.
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Don't think of people in the mass. This gives you a blurred view.
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Ads are planned and written with some utterly wrong conception. They are written to please their seller. The interest of the buyer is forgotten.
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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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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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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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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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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 time has come when advertising in some hands has reached the status of a science.
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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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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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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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This is no lazy mans field.
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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 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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If a claim is worth making, make it in the most specific way.
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People don't buy from clowns.
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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.
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Don't, to gain general and useless attention, sacrifice the attention that you want.