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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
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
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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Picture what others wish to be, not what they may be now
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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
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Address the people you seek, and them only
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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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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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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Impressive claims are made far more impressive by making them exact
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Don't, to gain general and useless attention, sacrifice the attention that you want
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We cannot go after thousands of men until we learn how to win one.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Genius is the art of taking pains
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This is no lazy mans field
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