97 Quotes by Claude C. Hopkins

Advertising pictures should not be eccentric. Don’t treat your subject lightly. Don’t lessen respect for your self or your article by any attempt at frivolity. People do not patronize a clown. There are two things about which men should not joke. One is business, one is home. An eccentric picture may do you serious damage. One may gain attention by wearing a fools cap. But he would ruin his selling prospects.

People don’t buy from clowns.

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

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

We cannot go after thousands of men until we learn now to win one.

Ads are planned and written with some utterly wrong conception. They are written to please their seller. The interest of the buyer is forgotten.

Genius is the art of taking pains.

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.

Curiosity is one of the strongest human incentives.