Claude C. Hopkins Quotes

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

  Claude C. Hopkins

  Purpose, Advertising, Profitable

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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• 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

  Escribir, Gente, Intentar

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• 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

  Selfish, People, Care

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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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

  Claude C. Hopkins

  Campaigns, Answers, Tables

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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• Address the people you seek, and them only

  Claude C. Hopkins

  People, Addresses, Customers

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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• Curiosity is one of the strongest human incentives

  Claude C. Hopkins

  Curiosity, Incentives, Strongest

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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• 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

  Psychology, Principles, Today

  Dr. Robert C. Worstell, Claude C. Hopkins (2014). “Scientific Advertising - Masters of Marketing Secrets: From the First Great Copywriter”, p.25, Lulu.com

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• 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

  Writing, Atmosphere, Should

  Dr. Robert C. Worstell, Claude C. Hopkins (2014). “Scientific Advertising - Masters of Marketing Secrets: From the First Great Copywriter”, p.51, Lulu.com

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

  Claude C. Hopkins

  Pensamiento, Opiniones, Personas

  "Scientific Advertising Origins".

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• 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

  Forgotten, Buyers, Interest

  "Scientific Advertising".

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• El objetivo de un titular es seleccionar a las personas a las que puede interesar. Quieres hablar con alguien entre la multitud. Así que lo primero que se dice es "Hola, Bill Jones" para llamar la atención de la persona adecuada.

  Claude C. Hopkins

  People, Wish, Bills

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• The man who wins out and survives does so only because of superior science and strategy.

  Claude C. Hopkins

  Winning, Men, Doe

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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

  Claude C. Hopkins

  Deseo, mayo

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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• Genius is the art of taking pains

  Claude C. Hopkins

  Art, Pain, Writing

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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• Changing people's habits is very expensive

  Claude C. Hopkins

  People, Habit, Customers

  Dr. Robert C. Worstell, Claude C. Hopkins (2014). “Scientific Advertising - Masters of Marketing Secrets: From the First Great Copywriter”, p.40, Lulu.com

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

  Claude C. Hopkins

  Business, Hands, Advertising

  "Scientific Advertising".

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

  Claude C. Hopkins

  Ducks, Water, Understanding

  "Scientific Advertising".

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

  Claude C. Hopkins

  Advertising, Compass, Destination

  Claude C. Hopkins (2016). “Scientific Advertising”, p.2, Laurus - Lexecon Kft.

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• Impressive claims are made far more impressive by making them exact

  Claude C. Hopkins

  Advertising, Claims, Made

  Claude C. Hopkins (2016). “Scientific Advertising”, p.35, Laurus - Lexecon Kft.

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• People don't buy from clowns.

  Claude C. Hopkins

  Wise, Witty, People

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• 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

  Return, Done, Littles

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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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

  Claude C. Hopkins

  People, Doe, Lines

  Dr. Robert C. Worstell, Claude C. Hopkins, John E. Kennedy, Albert D. Lasker “Scientific Advertising Origins”, Lulu.com

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• If a claim is worth making, make it in the most impressive way.

  Claude C. Hopkins

  Way, Advertising, Claims

  "Scientific Advertising".

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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

  Claude C. Hopkins

  Writing, Winning, People

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• Never be led in new paths by the blind

  Claude C. Hopkins

  Path, Advertising, Blind

  Claude C. Hopkins (2016). “Scientific Advertising”, p.26, Laurus - Lexecon Kft.

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