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

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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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The time has come when advertising has in some hands reached the status of a science.
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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Never be led in new paths by the blind
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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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Curiosity is one of the strongest human incentives
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