Claude C. Hopkins quotes

Who is Claude C. Hopkins?

Claude C. Hopkins is one of the first advertising pioneers. He is known for the book Scientific Advertising is a great influence on advertisers like David Ogilvy and Gary C. Halbert.

Claude C. Hopkins books

Claude C. Hopkins quotes

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

Claude C. Hopkins Scientific Advertising

“A man who has made a success desires to see others make a success. A man who has worked wants to see others work. I am that way. Countless young people now flock to my home, but the welcome ones are those who work, whether young men or young women. A boy having a good time on his father's money has always been offensive to me. So, to a degree, a young woman.”

Claude C. Hopkins My Life in Advertising

“Address the people you seek, and them only.”

Claude C. Hopkins Scientific Advertising

“Advertising is much like war, minus the venom.”

Claude C. Hopkins My Life in Advertising

“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.”

Claude C. Hopkins Scientific Advertising

“Almost any questions can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table.”

Claude C. Hopkins Scientific Advertising

“Changing people’s habits is very expensive.”

Claude C. Hopkins Scientific Advertising

“Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way.”

Claude C. Hopkins Scientific Advertising

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

Claude C. Hopkins Scientific Advertising

“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.”

Claude C. Hopkins Scientific Advertising

“Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject.”

Claude C. Hopkins Scientific Advertising

“Genius is the art of taking pains.”

Claude C. Hopkins Scientific Advertising

“If a thing is useful they call it work, if useless they call it play. One is as hard as the other. One can be just as much a game as the other. In both there is rivalry. There’s a struggle to excel the rest. All the difference I see lies in attitude of mind.”

Claude C. Hopkins My Life in Advertising

“Impressive claims are made far more impressive by making them exact.”

Claude C. Hopkins Scientific Advertising

“In the same way it is found that an offer limited to a certain class of people is far more effective than a general offer.”

Claude C. Hopkins Scientific Advertising

“Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.”

Claude C. Hopkins Scientific Advertising

“Never be led in new paths by the blind.”

Claude C. Hopkins My Life in Advertising

“No generality has any weight whatever. It is like saying “how do you do?” When you have no intention of inquiring about one’s health. But specific claims when made in print are taken at their value.”

Claude C. Hopkins Scientific Advertising

“None but those who regard advertising as some magic dreamland will ever try to sell without sampling.”

Claude C. Hopkins My Life in Advertising

“People are like sheep. They cannot judge values, nor can you and I. We judge things largely by others’ impressions, by popular favour. We go with the crowd. So the most effective thing I have ever found in advertising is the trend of the crowd. That is a factor not to be overlooked.”

Claude C. Hopkins Scientific Advertising

“People don’t buy from clowns.”

Claude C. Hopkins Scientific Advertising

“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 were to be amused or benefitted.”

Claude C. Hopkins Scientific Advertising

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

Claude C. Hopkins My Life in Advertising

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

Claude C. Hopkins Scientific Advertising

“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.”

Claude C. Hopkins Scientific Advertising

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

Claude C. Hopkins Scientific Advertising

“The advertising man who spares the midnight oil will not get very far.”

Claude C. Hopkins My Life in Advertising

“The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information.”

Claude C. Hopkins Scientific Advertising

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

Claude C. Hopkins Scientific Advertising

“The man who wins out and survives does so only because of superior science and strategy.”

Claude C. Hopkins Scientific Advertising

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

Claude C. Hopkins Scientific Advertising

“The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action.”

Claude C. Hopkins Scientific Advertising

“The right name is an advertisement in itself.”

Claude C. Hopkins Scientific Advertising

“The weight of an argument may often be multiplied by making it specific.”

Claude C. Hopkins Scientific Advertising

“The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest.”

Claude C. Hopkins Scientific Advertising

“Use pictures only to attract those who may profit you. Use them only when they form a better selling argument than the same amount of space set in type.”

Claude C. Hopkins Scientific Advertising

“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.”

Claude C. Hopkins Scientific Advertising

“We cannot go after thousands of men until we learn how to win one.”

Claude C. Hopkins My Life in Advertising

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

Claude C. Hopkins Scientific Advertising

“When I find what seems to be the right course I always wish to keep it. There may be another way to success, even to greater success. But the chances are against it. The ways to great success in any line are not numerous. When a certain method has proved itself profitable I hesitate to drop it, until I have found and proved a better method by some local tests. The best way found to sell a product to thousands is probably the best way to sell other thousands.”

Claude C. Hopkins My Life in Advertising