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Platitudes and generalities roll off the human understanding like water from a duck.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Ducks
Roll
Advertising
Understanding
Water
Human
Platitudes
Humans
Generalities
Like
Duck

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Never be led in new paths by the blind
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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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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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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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Address the people you seek, and them only
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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If a claim is worth making, make it in the most impressive way.
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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 purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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