97 Quotes by Claude C. Hopkins

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns.

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

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.

We learn, for instance, that curiosity is one of the strongest human incentives.

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

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.

We are influenced by our surroundings. The prosperous mingle with the prosperous, so do those of certain likes and inclinations. The higher we ascend the farther we proceed from ordinary humanity. That will not do in advertising. I have seen.

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.

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.