Quote

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

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
Wins
Way
Assume
People
Assuming
Merely
Possible
Cheapest
Winning
Province
Interest
Provinces
Nothing
Attract

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Picture what others wish to be, not what they may be now
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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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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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Never be led in new paths by the blind
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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The time has come when advertising has in some hands reached the status of a science.
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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.
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