Claude C. Hopkins

“Almost any question can be answered, cheaply, quickly and finally, by a test campaign.”

“Platitudes and generalities roll off the human understanding like water from a duck.”

“That's the purpose of a headline. It is to pick out people you can interest.”

“Remember the people you address are selfish, as we are. They care nothing about your interests or your profit. They seek service for themselves.”

“Don't think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.”

“Argue anything for your own advantage, and people will resist to the limit. But seem to argue for their advantage, and they will listen.”

“The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it.”

“The competent advertising man must be a student of psychology. The more he knows about it the better.”

“Curiosity is one of the strongest human incentives.”

“Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes.”

“The time has come when advertising has in some hands reached the status of a science.”

“To advertisers, the way to success is to get a product that is popular, then keep it that way.”

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”

“Brilliant writing has no place in advertising. A salesman on paper should not be a master of rhetoric.”

“We learn what amateurs are doing and avoid it. We learn what successes are doing and repeat it.”

“Do nothing to merely attract attention. That is not advertising.”

“The man who has the personality to inspire the most belief will be the most successful in any line.”