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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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If a claim is worth making, make it in the most impressive way.
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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 time has come when advertising has in some hands reached the status of a science.
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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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Genius is the art of taking pains
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Address the people you seek, and them only
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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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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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We cannot go after thousands of men until we learn how to win one.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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