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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

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Around
Quickly
Arguments
Way
Tests
Answered
Finally
Campaign
Argument
Campaigns
Questions
Table
Answer
Advertising
Answers
Test
Almost
Tables
Cheaply

More quotes by 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
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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
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Never be led in new paths by the blind
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Impressive claims are made far more impressive by making them exact
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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.
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Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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
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The man who wins out and survives does so only because of superior science and strategy.
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This is no lazy mans field
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If a claim is worth making, make it in the most impressive way.
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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
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Genius is the art of taking pains
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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.
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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.
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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
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The time has come when advertising has in some hands reached the status of a science.
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Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins