1.
Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause
Claude C. Hopkins
2.
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
Claude C. Hopkins
3.
Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves
Claude C. Hopkins
4.
Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.
Claude C. Hopkins
5.
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
Claude C. Hopkins
6.
Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
7.
Curiosity is one of the strongest human incentives
Claude C. Hopkins
8.
The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
9.
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Claude C. Hopkins
10.
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
11.
The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement
Claude C. Hopkins
12.
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Claude C. Hopkins
13.
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins
14.
Changing people's habits is very expensive
Claude C. Hopkins
15.
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
Claude C. Hopkins
16.
The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
17.
Impressive claims are made far more impressive by making them exact
Claude C. Hopkins
18.
"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make
Claude C. Hopkins
19.
Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.
Claude C. Hopkins
20.
A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins
21.
If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
22.
The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it
Claude C. Hopkins
23.
Genius is the art of taking pains
Claude C. Hopkins
24.
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
Claude C. Hopkins
25.
People don't buy from clowns.
Claude C. Hopkins
26.
The weight of an argument may often be multiplied by making it specific
Claude C. Hopkins
27.
Picture what others wish to be, not what they may be now
Claude C. Hopkins
28.
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins
29.
We cannot go after thousands of men until we learn how to win one.
Claude C. Hopkins
30.
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
31.
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
32.
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
Claude C. Hopkins
33.
Never be led in new paths by the blind
Claude C. Hopkins
34.
Advertising is much like war, minus the venom
Claude C. Hopkins
35.
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.
Claude C. Hopkins
36.
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
37.
Address the people you seek, and them only
Claude C. Hopkins
38.
Don't think of people in the mass. That gives you a blurred view.
Claude C. Hopkins
39.
Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
40.
Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
Claude C. Hopkins
41.
The advertising man who spares the midnight oil will never get very far.
Claude C. Hopkins
42.
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
Claude C. Hopkins
43.
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Claude C. Hopkins
44.
This is no lazy mans field
Claude C. Hopkins
45.
People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted
Claude C. Hopkins
46.
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
Claude C. Hopkins
47.
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
48.
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.
Claude C. Hopkins
49.
The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know
Claude C. Hopkins