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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Opinion
Wrong
Ventured
Right
Advertisers
Many
Opinions
Time
Advertising
Disaster
Guess
Days

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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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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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We cannot go after thousands of men until we learn how to win one.
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Platitudes and generalities roll off the human understanding like water from a duck.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Impressive claims are made far more impressive by making them exact
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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The time has come when advertising has in some hands reached the status of a science.
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Genius is the art of taking pains
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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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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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