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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
Nature
Respects
Today
Enduring
Human
Perpetual
Humans
Psychology
Time
Fixed
Customers
Endure
Principles
Caesar

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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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If a claim is worth making, make it in the most impressive way.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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This is no lazy mans field
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Address the people you seek, and them only
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Picture what others wish to be, not what they may be now
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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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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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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We cannot go after thousands of men until we learn how to win one.
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Curiosity is one of the strongest human incentives
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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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