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Don't, to gain general and useless attention, sacrifice the attention that you want

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Attention
Advertising
Gain
Useless
Gains
Sacrifice
General

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The man who wins out and survives does so only because of superior science and strategy.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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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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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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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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This is no lazy mans field
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Curiosity is one of the strongest human incentives
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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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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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Impressive claims are made far more impressive by making them exact
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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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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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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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