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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
Men
Survives
Wins
Superior
Superiors
Strategy
Winning
Science

More quotes by Claude C. Hopkins

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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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Never be led in new paths by the blind
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If a claim is worth making, make it in the most impressive 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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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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We cannot go after thousands of men until we learn how to win one.
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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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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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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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This is no lazy mans field
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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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Address the people you seek, and them only
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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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Curiosity is one of the strongest human incentives
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins