When You Advertise Fire Extinguishers, Open With

Consumers Still Buy Products Whose Advertising Promises Them Value For Money, Beauty, Nutrition, Relief From Suffering, Social Status And So On.

I Avoid Clients For Whom Advertising Is Only A Marginal Factor In Their Marketing Mix. They Have An Awkward Tendency To Raid Their Advertising Appropriations Whenever They Need Cash For Other Purposes.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information. When I Write An Advertisement, I Don’t Want You To Tell Me That You Find It ‘creative.’ I Want You To Find It So Interesting That You Buy The Product.

It Has Taken More Than A Hundred Scientists Two Years To Find Out How To Make The Product In Question; I Have Been Given Thirty Days To Create Its Personality And Plan Its Launching. If I Do My Job Well, I Shall Contribute As Much As The Hundred Scientists To The Success Of This Product.

Claude Hopkins.. Maintained That Nobody With A College Education Could Write An Advertisement Addressed To The Mass Millions. That's Absolute Poppycock.