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Never be led in new paths by the blind
Claude C. Hopkins
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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Paths
Advertising
Blind
Path
Never
More quotes by Claude C. Hopkins
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins
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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Genius is the art of taking pains
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The time has come when advertising has in some hands reached the status of a science.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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The man who wins out and survives does so only because of superior science and strategy.
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We cannot go after thousands of men until we learn how to win one.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Picture what others wish to be, not what they may be now
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This is no lazy mans field
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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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