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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.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Writing
Deals
Millions
Name
Precedes
Names
Selection
Often
Dollars
Tell
Research
Stories
Deal
Great
Worth

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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Picture what others wish to be, not what they may be now
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This is no lazy mans field
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Impressive claims are made far more impressive by making them exact
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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
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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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Genius is the art of taking pains
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Address the people you seek, and them only
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The time has come when advertising has in some hands reached the status of a science.
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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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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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Curiosity is one of the strongest human incentives
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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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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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Never be led in new paths by the blind
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If a claim is worth making, make it in the most impressive way.
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