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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
Pain
Art
Writing
Pains
Genius
Taking

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Platitudes and generalities roll off the human understanding like water from a duck.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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We cannot go after thousands of men until we learn how to win one.
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The time has come when advertising has in some hands reached the status of a science.
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Never be led in new paths by the blind
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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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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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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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Address the people you seek, and them only
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The man who wins out and survives does so only because of superior science and strategy.
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Impressive claims are made far more impressive by making them exact
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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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