"Don't think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell."
— Claude Hopkins
Dont Think Of People In The
Don't think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.
About this quote
From Scientific Advertising (1923), where Hopkins argued against writing for abstract audiences. Hopkins developed the technique of picturing a single representative customer — their daily life, concerns, and desires — before writing a word of copy. This "one person" approach became a cornerstone of direct marketing and copywriting education, later codified by practitioners such as David Ogilvy.
Source
Scientific Advertising