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Genius is the art of taking pains

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Taking
Pain
Art
Writing
Pains
Genius

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Curiosity is one of the strongest human incentives
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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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Advertising is prima facie evidence that the man who pays believes that advertising is good. It has brought great results to others, it must be good for him. So he takes it like some secret tonic which others have endorsed. If the business thrives, the tonic gets the credit. Otherwise, the failure is due to fate.
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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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This is no lazy mans field
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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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We cannot go after thousands of men until we learn how to win one.
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Address the people you seek, and them only
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Never be led in new paths by the blind
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Picture what others wish to be, not what they may be now
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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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Impressive claims are made far more impressive by making them exact
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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The time has come when advertising has in some hands reached the status of a science.
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