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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
Genius
Taking
Pain
Art
Writing
Pains

More quotes by Claude C. Hopkins

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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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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Never be led in new paths by the blind
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This is no lazy mans field
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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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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 man who wins out and survives does so only because of superior science and strategy.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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If a claim is worth making, make it in the most impressive way.
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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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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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
Claude C. Hopkins
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Address the people you seek, and them only
Claude C. Hopkins