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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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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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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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 weight of an argument may often be multiplied by making it specific.
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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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Genius is the art of taking pains.
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The right name is an advertisement in itself.
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The man who wins out and survives does so only because of superior science and strategy.
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Never be led in new paths by the blind.
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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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The time has come when advertising in some hands has reached the status of a science.
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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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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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This is no lazy mans field.
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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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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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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.