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Scientific 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 Often they do not quote a price.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 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 Hopkins • Scientific Advertising
THE product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, an atmosphere, which you place around it.
Claude Hopkins • Scientific Advertising
We learn that cheapness is not a strong appeal. Americans are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as if they could not and they resent your attitude.
Claude Hopkins • Scientific Advertising
The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else.