Claude C. Hopkins quotes

The time has come when advertising in some hands has reached the status of a science. (Claude C. Hopkins)
People don't buy from clowns.
Claude C. Hopkins
The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
Picture what others wish to be, not what they may be now.
Claude C. Hopkins
If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
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
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
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Claude C. Hopkins
Don't think of people in the mass. That gives you a blurred view.
Claude C. Hopkins
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
Curiosity is one of the strongest human incentives. (Claude C. Hopkins)
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
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
Genius is the art of taking pains.
Claude C. Hopkins
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.
Claude C. Hopkins
Changing people's habits is very expensive.
Claude C. Hopkins
Advertising is much like war, minus the venom.
Claude C. Hopkins
Never be led in new paths by the blind.
Claude C. Hopkins
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest.
Claude C. Hopkins
Don't, to gain general and useless attention, sacrifice the attention that you want.
Claude C. Hopkins
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly. (Claude C. Hopkins)
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
One may gain attention by wearing a fools cap. But he would ruin his selling prospects.
Claude C. Hopkins
The right name is an advertisement in itself.
Claude C. Hopkins