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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
Water
Human
Platitudes
Humans
Generalities
Like
Duck
Ducks
Roll
Advertising
Understanding

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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
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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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Curiosity is one of the strongest human incentives
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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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We cannot go after thousands of men until we learn how to win one.
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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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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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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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