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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Many
Methods
Long
Established
Conception
Folly
Advertising
Scientific
Conceptions
Method
Altered
Plans
Proved

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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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The time has come when advertising has in some hands reached the status of a science.
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Address the people you seek, and them only
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We cannot go after thousands of men until we learn how to win one.
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Picture what others wish to be, not what they may be now
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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
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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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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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