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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
According
Purpose
Make
Unprofitable
Sales
Profitable
Actual
Advertising

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This is no lazy mans field
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Impressive claims are made far more impressive by making them exact
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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If a claim is worth making, make it in the most impressive way.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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We cannot go after thousands of men until we learn how to win one.
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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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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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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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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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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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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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Curiosity is one of the strongest human incentives
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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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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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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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