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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
Men
Survives
Wins
Superior
Superiors
Strategy
Winning
Science
Doe

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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Never be led in new paths by the blind
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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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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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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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