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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Compass
Destination
Accurate
Advertising
Courses
Cheapest
Course
Directs
Knowledge
Safest
Shortest

More quotes by Claude C. Hopkins

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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Claude C. Hopkins
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We cannot go after thousands of men until we learn how to win one.
Claude C. Hopkins
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If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
Claude C. Hopkins
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No generality has any weight whatever. It is like saying how do you do? When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value
Claude C. Hopkins
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Genius is the art of taking pains
Claude C. Hopkins
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
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Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
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The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action
Claude C. Hopkins
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This is no lazy mans field
Claude C. Hopkins
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Picture what others wish to be, not what they may be now
Claude C. Hopkins
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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
Claude C. Hopkins
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Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
Claude C. Hopkins
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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Claude C. Hopkins
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Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.
Claude C. Hopkins
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Advertising is prima facie evidence that the man who pays believes that advertising is good. It has brought great results to others, it must be good for him. So he takes it like some secret tonic which others have endorsed. If the business thrives, the tonic gets the credit. Otherwise, the failure is due to fate.
Claude C. Hopkins
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Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader
Claude C. Hopkins
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A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins
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Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins