Marketers still fail to understand what Claude C. Hopkins had said

Even after a hundred years, most advertisers still haven’t grasped Claude C. Hopkins’ core insight

1. Advertising is salesmanship

“The one purpose of advertising is to make sales.”

In an age obsessed with AI-generated copy, flashy visuals, and endless tools, many marketers overlook the most important thing: why people actually buy. Instead of studying customer motivations deeply—using frameworks like Jobs-to-be-Done—they default to noise: pushing content for clicks, likes, and shares.

This mindset doesn’t just waste ad spend—it weakens a company’s ability to connect with buyers. True salesmanship means understanding a customer’s world, not just optimizing for vanity metrics.

Reminder: Likes, shares, and followers don’t equal sales—but too many firms act as if they do.

2. People Act in Self-Interest

Marketers often rely too heavily on rational messaging, assuming logic will convert prospects into buyers. But here’s the truth: people rarely make purchasing decisions based on logic alone.

Take sustainable products, for example. Many brands assume that being “good for the planet” is enough to drive sales. But consumers don’t spend out of guilt—they buy based on personal benefit. If the product doesn’t save them money, improve their lives, or make them feel better, they’ll likely choose the cheaper, more convenient option.

This doesn’t mean that people are solely driven by emotions during the purchasing journey, but it’s important to recognize that they are both risk-averse and risk-seeking before making a purchase.

The key question every ad must answer is: “What’s in it for me?”

Note: The most persuasive ads don’t plead for a sale. They offer relevant, valuable information—and highlight how the product improves the buyer’s life.

3. Headlines Aren’t for You—They’re for the Reader

Most ad headlines today are written from the brand’s perspective, not the customer’s. That’s a costly mistake. In a world where the average person scrolls past over 1,000 headlines a day, only the most relevant and emotionally resonant ones earn attention.

A good headline speaks directly to a problem, desire, or curiosity your ideal customer already has. A bad one? It’s vague, self-indulgent, or—even worse—tone-deaf.

Take this example: in October 2020, PureGym Luton and Dunstable posted a workout titled “12 Years a Slave” with the caption “Slavery was hard and so is this.” The backlash was immediate and severe. Why? Because they prioritized shock over empathy—and failed to consider how it would land with their audience.

Note: Headlines aren’t just about grabbing attention. They’re about earning trust. Keep them clear, relevant, and respectful.

4. Understand Customer Psychology

Scroll through Twitter or LinkedIn DMs, and you’ll quickly see the problem: most outreach is generic, shallow, and completely disconnected from the recipient’s motivations.

Yes, understanding human psychology takes effort—but even a little empathy goes a long way. When you understand what truly matters to someone, your message becomes far more persuasive.

If you’re selling the safest car, don’t just list crash-test ratings and safety features. Show why it matters. Speak to the father who has always protected his daughter—from holding her hand as she crossed the street to watching her drive off on her own. Let him feel the peace of mind that comes from knowing she’s safe on the road.

Note: He’s not just buying a car. He’s buying relief. He’s buying reassurance. Speak to that.

5. Be Specific

Too often, businesses make the mistake of writing ads that are too broad. If you’re helping people invest in real estate, don’t just throw out a generic message. Focus on your location and target specific groups to get the right people’s attention.

For example, instead of saying something like, “Invest in real estate today,” try something like:

“How doctors in Ohio can buy real estate with no money down.”

It’s direct, personal, and speaks to the right audience.

Or, if you’re selling condos to parents who might be downsizing, you could say:

“Don’t stress about moving your lifetime belongings—our storage facility, right across the street, makes it easy.”

Note: When your ads are specific, they do more than just stand out. They make people curious, spark urgency, and get them to act—whether it’s clicking your website or picking up the phone.

6. Tell a Complete Story

A common mistake in advertising today is that many brands jump straight into the benefits and features of their products. They focus on the what but miss out on the why. Often, this happens because marketers haven’t taken the time to understand the specific needs or situations their customers are facing.

Take the example of selling a mattress. People already have one, so why would they buy a new one?

The reasons can vary:

They’re dealing with sleep issues and need a solution.
They’ve moved into a bigger home and need a mattress that fits the space.
Their old mattress is worn out and no longer providing the comfort it once did.

Note: For each situation, create a distinct story that speaks directly to the specific needs of the customer. Craft an ad that resonates with the unique motivations behind their decision to buy.

7. Use Pictures as a Selling Point

When it comes to using pictures in ads, there are two big mistakes brands often make:

Boring visuals that just show the product or its benefits without really grabbing attention.
Over-the-top artistic shots that look cool but don’t actually serve the purpose of selling.

Your ads shouldn’t just entertain or look pretty—they need to communicate why someone should care about your product. Use images that show how your product solves a problem or connects with your audience’s needs. The right picture can make your message clear, engaging, and convincing.

Example of Casper Ads:

8. Never try to change their behavior

Marketers often think they have a deep understanding of customer psychology, which leads them to focus on changing customer behavior through ads.

The reality? Changing behavior is not only a huge challenge, but it can also burn through your advertising budget quickly.

A better approach is to align with your customers’ existing problems.

Take this biodegradable phone case, for example. Instead of preaching about environmentalism, it speaks directly to the issue of plastic waste:

“One billion people have realized it’s just one plastic case.”

By addressing a problem people already care about, you connect with them in a way that feels relevant and urgent.

9. Carry Out Deep Research

If you think advertising and marketing is just about cramming words around a product, you’re missing the mark.

As Bernadette Jiwa says:
“We really need to care about the people we are designing for, understand what their dreams, desires, and priorities are, and then use that understanding to drive the work we put forward. Once we know what questions are important, all we have to do is answer them.”

This means that marketing isn’t just about selling—it’s about understanding the customer on a deeper level and creating something that speaks to their true needs.

Note: Many innovations fail because their creators didn’t think like marketers. They didn’t take the time to deeply understand the audience before launching.

10. You need a strategy

Your marketing strategy shouldn’t just copy your company’s vision or mission statement. These days, many companies try to rephrase and copy ads from others, but effective advertising requires more than just mimicry.

To truly succeed, your strategy should be built on skill, knowledge, and a deep understanding of your audience. Here’s how to make your strategy work:

Focus on your customer’s circumstances: Understand the specific situations where customers are more likely to buy your product, and emphasize how your offering solves their problems.
Create compelling messages for different situations: Remember, one product might appeal to different people for various reasons. Tailor your messaging to meet these diverse needs.
Choose the right delivery channels: Advertise where your audience spends their time. For example, when promoting scuba diving, don’t limit yourself to niche diving platforms. Explore websites related to honeymoons, adventure sports, Airbnb Experiences, and more to broaden your reach.
Select platforms wisely: Rather than spreading yourself thin across every platform, focus on the ones where your target audience is most active. For instance, if you’re selling eco-friendly socks, platforms like Google Search ads and Instagram would likely be more effective than Twitter.

By being strategic and thoughtful about how and where you advertise, you can maximize your impact and drive better results.

11. Use Samples

Your product should be its own best salesman. It’s not just about the product itself—it’s about the mental impression and the atmosphere you create around it.

By offering samples, you give your customers a chance to experience the product firsthand. This allows them to truly connect with what you’re offering and helps them make an informed decision.

When customers can touch, feel, or try your product, it’s easier for them to see its value.

Here’s an ad from Casper:

12. Make Yourself Stand Out

Words alone will never make you stand out. You need to find a way for your product to do that.

A scuba-diving shop chain struggled to grow when it marketed its diving lessons and products to a specific demographic—mainly people who subscribed to scuba diving magazines and lived near its stores.

However, when the company took the time to investigate the actual circumstances in which customers signed up for classes, it discovered something surprising: many of them were engaged couples planning honeymoon trips to tropical destinations.

This insight led the company to shift its strategy—from advertising in scuba publications to purchasing mailing lists from bridal magazines.

13. Negative advertising is bad

Using fear to boost sales has become a trend. But it doesn’t always go as planned. Just look at the backlash PolicyBazaar faced for one of their insurance ads.

Show the bright side — the happy, inviting, and attractive aspects — not the dark and unappealing ones.

14. A name that helps

Snapchat: Share Moments That Disappear”

Netflix: Stream Your Favorites Anytime, Anywhere”

Amazon Kindle: Carry Your Library in Your Pocket”

AirPods: Wireless Freedom, Effortless Sound”

“The most powerful brand names connect with people and move them to buy because they are based on familiar words and concepts that they understand and appreciate”

― Alexandra Watkins, Hello, My Name Is Awesome: How to Create Brand Names That Stick

By embracing Hopkins’ timeless principles and steering clear of common marketing pitfalls, businesses can craft campaigns that genuinely resonate with customers and actually drive sales.