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

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Impressive claims are made far more impressive by making them exact
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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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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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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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
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Genius is the art of taking pains
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This is no lazy mans field
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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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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 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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We cannot go after thousands of men until we learn how to win one.
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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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