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

- 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, which you place…

- Claude C. Hopkins

Curiosity is one of the strongest human incentives

- Claude C. Hopkins

Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a t…

- Claude C. Hopkins

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

- Claude C. Hopkins

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 gre…

- Claude C. Hopkins

Address the people you seek, and them only

- Claude C. Hopkins

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and conv…

- 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 for themselves

- Claude C. Hopkins