Claude C. Hopkins Quotations

People don't buy from clowns.

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

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

People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted

Address the people you seek, and them only

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

This is no lazy mans field

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

Names that tell stories have been worth millions of dollars. So a great deal of research often proceeds the selection of a name

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