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Curiosity is one of the strongest human incentives

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Strongest
Curiosity
Customers
Human
Humans
Incentives

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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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 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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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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The time has come when advertising has in some hands reached the status of a science.
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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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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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Picture what others wish to be, not what they may be now
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Address the people you seek, and them only
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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.
Claude C. Hopkins