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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Human
Perpetual
Humans
Psychology
Time
Fixed
Customers
Endure
Principles
Caesar
Nature
Respects
Today
Enduring

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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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Impressive claims are made far more impressive by making them exact
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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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The man who wins out and survives does so only because of superior science and strategy.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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