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Don't, to gain general and useless attention, sacrifice the attention that you want

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Advertising
Gain
Useless
Gains
Sacrifice
General
Attention

More quotes by 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.
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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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We cannot go after thousands of men until we learn how to win one.
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Curiosity is one of the strongest human incentives
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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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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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This is no lazy mans field
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Never be led in new paths by the blind
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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
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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Genius is the art of taking pains
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
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Picture what others wish to be, not what they may be now
Claude C. Hopkins