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 Copy Share Image
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… — Claude C. Hopkins Copy Share Image
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster — Claude C. Hopkins Copy Share Image
Don't, to gain general and useless attention, sacrifice the attention that you want — Claude C. Hopkins Copy Share Image
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly — Claude C. Hopkins Copy Share Image
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete. — Claude C. Hopkins Copy Share Image
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 Copy Share Image
Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow,… — Claude C. Hopkins Copy Share Image
Don't think of people in the mass. This gives you a blurred view — Claude C. Hopkins Copy Share Image
Platitudes and generalities roll of the human understanding like water from a duck — Claude C. Hopkins Copy Share Image
People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they… — Claude C. Hopkins Copy Share Image
