CLAUDE C. HOPKINS

The right name is an advertisement in itself.

People don't buy from clowns.

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

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

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

The weight of an argument may often be multiplied by making it specific

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

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

Picture what others wish to be, not what they may be now

Curiosity is one of the strongest human incentives

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

Impressive claims are made far more impressive by making them exact

The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

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

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

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

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

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.

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

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.

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

Don't think of people in the mass. That gives you a blurred view.

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

Genius is the art of taking pains

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