The competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge. He must know that people are selfish, as we all are. He must know t...
— Claude Hopkins
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Why This Passage Matters
Claude Hopkins wrote 'Scientific Advertising' in 1923, establishing the foundation for evidence-based marketing. His insistence on testing, measurement, and understanding psychology transformed advertising from art to science. The passage demonstrates his direct, no-nonsense style.
Writing Techniques to Notice
Causal Chains:
'Certain effects lead to certain reactions, and use that knowledge'—Hopkins builds logical progressions that feel inevitable and scientific.Universal Truth Opening:
'The competent advertising man must understand psychology' states a requirement that seems obvious once said. This positions Hopkins as stating facts, not opinions.Self-Inclusion:
'People are selfish, as we all are' admits the writer to the same category, building trust through humility and shared humanity.
💡 Key Takeaway
Great copy starts with psychology, not creativity. Understand what people want and need before trying to be clever.
Learn This Technique
Chapter 8: Specificity Over Vagueness
Use details to build trust, credibility, and vivid imagery.
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