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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
Business
Science
Hands
Come
Time
Status
Reached
Advertising

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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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
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The man who wins out and survives does so only because of superior science and strategy.
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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Genius is the art of taking pains
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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If a claim is worth making, make it in the most impressive way.
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We cannot go after thousands of men until we learn how to win one.
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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
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Picture what others wish to be, not what they may be now
Claude C. Hopkins