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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Science
Hands
Come
Time
Status
Reached
Advertising
Business

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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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If a claim is worth making, make it in the most impressive way.
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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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Address the people you seek, and them only
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Curiosity is one of the strongest human incentives
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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
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Impressive claims are made far more impressive by making them exact
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Picture what others wish to be, not what they may be now
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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Advertising is prima facie evidence that the man who pays believes that advertising is good. It has brought great results to others, it must be good for him. So he takes it like some secret tonic which others have endorsed. If the business thrives, the tonic gets the credit. Otherwise, the failure is due to fate.
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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.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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.
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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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