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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.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Briefly
Qualifications
Salesman
Literary
Clearly
Express
Salesmanship
Able
Convincingly
Must
Oratory

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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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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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Genius is the art of taking pains
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Impressive claims are made far more impressive by making them exact
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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We cannot go after thousands of men until we learn how to win one.
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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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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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The time has come when advertising has in some hands reached the status of a science.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Picture what others wish to be, not what they may be now
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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Never be led in new paths by the blind
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Curiosity is one of the strongest human incentives
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