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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Platitudes and generalities roll off the human understanding like water from a duck.
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Picture what others wish to be, not what they may be now
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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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We cannot go after thousands of men until we learn how to win one.
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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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Genius is the art of taking pains
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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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Impressive claims are made far more impressive by making them exact
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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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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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