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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
Pains
Genius
Taking
Pain
Art
Writing

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Don't, to gain general and useless attention, sacrifice the attention that you want
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A man coined to superlative must expect that his every statement will be taken with some caution
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Platitudes and generalities roll off the human understanding like water from a duck.
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If a claim is worth making, make it in the most impressive way.
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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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Impressive claims are made far more impressive by making them exact
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Picture what others wish to be, not what they may be now
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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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The time has come when advertising has in some hands reached the status of a science.
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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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Curiosity is one of the strongest human incentives
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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This is no lazy mans field
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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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