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

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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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Picture what others wish to be, not what they may be now
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Impressive claims are made far more impressive by making them exact
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The time has come when advertising has in some hands reached the status of a science.
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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Never be led in new paths by the blind
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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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If a claim is worth making, make it in the most impressive way.
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We cannot go after thousands of men until we learn how to win one.
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Platitudes and generalities roll off the human understanding like water from a duck.
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