Claude C. Hopkins

Never be led in new paths by the blind

— Claude C. Hopkins

Curiosity is one of the strongest human incentives

— Claude C. Hopkins

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of…

— Claude C. Hopkins

Don't, to gain general and useless attention, sacrifice the attention that you want

— Claude C. Hopkins

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

— Claude C. Hopkins

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

— Claude C. Hopkins

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

— Claude C. Hopkins

Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled…

— Claude C. Hopkins

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

— Claude C. Hopkins

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

— Claude C. Hopkins

The right name is an advertisement in itself.

— Claude C. Hopkins

People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in…

— Claude C. Hopkins

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

— Claude C. Hopkins

Impressive claims are made far more impressive by making them exact

— Claude C. Hopkins

Advertising is much like war, minus the venom

— Claude C. Hopkins

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

— Claude C. Hopkins

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

— Claude C. Hopkins

Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen.…

— Claude C. Hopkins

A man coined to superlative must expect that his every statement will be taken with some caution

— Claude C. Hopkins

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about…

— Claude C. Hopkins

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

— Claude C. Hopkins

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere,…

— Claude C. Hopkins

Changing people's habits is very expensive

— Claude C. Hopkins

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

— Claude C. Hopkins

If a claim is worth making, make it in the most specific way

— Claude C. Hopkins