Claude C. Hopkins Quotes

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

Address the people you seek, and them only

The man who wins out and survives does so only because of superior science and strategy.

Ads are planned and written with some utterly wrong conception. They are written to please their seller. The interest of the buyer is forgotten

The advertising man who spares the midnight oil will not get very far

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make

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

The right name is an advertisement in itself.

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

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

If a claim is worth making, make it in the most specific way

Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

This is no lazy mans field

The time has come when advertising in some hands has reached the status of a science.

People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted

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.

The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

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

Don't, to gain general and useless attention, sacrifice the attention that you want

Picture what others wish to be, not what they may be now

Don't think of people in the mass. This gives you a blurred view

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement

People don't buy from clowns.

Whatever claim you use to get attention, the advertisement should tell a story reasonably complete

Genius is the art of taking pains

The weight of an argument may often be multiplied by making it specific

Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.

Names that tell stories have been worth millions of dollars. So a great deal of research often proceeds the selection of a name

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.