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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Doe
Survives
Men
Wins
Superior
Superiors
Strategy
Winning
Science

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If a claim is worth making, make it in the most impressive way.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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Curiosity is one of the strongest human incentives
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Address the people you seek, and them only
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Picture what others wish to be, not what they may be now
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We cannot go after thousands of men until we learn how to win one.
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Genius is the art of taking pains
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This is no lazy mans field
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Don't, to gain general and useless attention, sacrifice the attention that you want
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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Never be led in new paths by the blind
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The time has come when advertising has in some hands reached the status of a science.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Impressive claims are made far more impressive by making them exact
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