Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced.
Don't, to gain general and useless attention, sacrifice the attention that you want
Never be led in new paths by the blind
Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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.
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
Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader
Address the people you seek, and them only
The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know
Ads are planned and written with some utterly wrong conception. They are written to please their seller. The interest of the buyer is forgotten
The time has come when advertising in some hands has reached the status of a science.
Changing people's habits is very expensive
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
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Names that tell stories have been worth millions of dollars. So a great deal of research often proceeds the selection of a name
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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.
People don't buy from clowns.
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
Don't think of people in the mass. This gives you a blurred view