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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

More quotes by Claude C. Hopkins

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Address the people you seek, and them only
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We cannot go after thousands of men until we learn how to win one.
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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
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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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Picture what others wish to be, not what they may be now
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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A man coined to superlative must expect that his every statement will be taken with some caution
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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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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
Claude C. Hopkins
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins