Quote

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

Claude C. Hopkins

Change background

T
T
T

Change font

TAGS & TOPICS

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

More quotes by Claude C. Hopkins

Image
Address the people you seek, and them only
Claude C. Hopkins
Image
Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring
Claude C. Hopkins
Image
A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins
Image
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
Image
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
Image
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
Image
Genius is the art of taking pains
Claude C. Hopkins
Image
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Claude C. Hopkins
Image
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
Image
We cannot go after thousands of men until we learn how to win one.
Claude C. Hopkins
Image
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
Image
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
Image
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins
Image
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
Image
The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
Image
Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way
Claude C. Hopkins
Image
Never be led in new paths by the blind
Claude C. Hopkins
Image
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
Image
Picture what others wish to be, not what they may be now
Claude C. Hopkins
Image
Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
Claude C. Hopkins