Claude C. Hopkins

Claude C. Hopkins (1866-1932) invented test marketing, coupon sampling, and copy testing--standard practices in modern advertising.

Good Advertising is Salesmanship

Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen....

Three Rules for Perfect Headlines: Target, Target, Target!

The difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He cannot be ignored. The advertisement can be ignored. But the salesman wastes much of his time on prospects whom he can never...

The Best Ads Never Ask Anyone To Buy — They Simply Sell

Remember intelligent people you address are selfish, as we all are (or at least should be). 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. Ads say in...

How Advertising Laws Are Established

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved...

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