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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

More quotes by Claude C. Hopkins

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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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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 time has come when advertising has in some hands reached the status of a science.
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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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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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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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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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Curiosity is one of the strongest human incentives
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins