Picture what others wish to be, not what they may be now Claude C. Hopkins More Quotes by Claude C. Hopkins More Quotes From Claude C. Hopkins 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 writingtryingpeople The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. Claude C. Hopkins profitableadvertisingpurpose 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 selfishcarepeople 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 campaignstablesanswers 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 buyersinterestforgotten 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 psychologyprinciplestoday 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 atmosphereshouldwriting Platitudes and generalities roll off the human understanding like water from a duck. Claude C. Hopkins ducksunderstandingwater Curiosity is one of the strongest human incentives Claude C. Hopkins incentivesstrongestcuriosity The man who wins out and survives does so only because of superior science and strategy. Claude C. Hopkins winningdoemen 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 billswishpeople 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 winningwritingpeople 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 returndonelittles The time has come when advertising has in some hands reached the status of a science. Claude C. Hopkins advertisingbusinesshands Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject Claude C. Hopkins styleuniquewriting Impressive claims are made far more impressive by making them exact Claude C. Hopkins advertisingclaimsmade Changing people's habits is very expensive Claude C. Hopkins habitcustomerspeople 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 scarcitydollarswriting The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest Claude C. Hopkins headlineswritingart "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 etcexpressionwriting
