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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
Folly
Advertising
Scientific
Conceptions
Method
Altered
Plans
Proved
Many
Methods
Long
Established
Conception

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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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Picture what others wish to be, not what they may be now
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If a claim is worth making, make it in the most impressive way.
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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 man who wins out and survives does so only because of superior science and strategy.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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We cannot go after thousands of men until we learn how to win one.
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Genius is the art of taking pains
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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This is no lazy mans field
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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Never be led in new paths by the blind
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Address the people you seek, and them only
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