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If a claim is worth making, make it in the most impressive way.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Claims
Worth
Making
Way
Make
Impressive
Claim
Advertising

More quotes by Claude C. Hopkins

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Never be led in new paths by the blind
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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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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Genius is the art of taking pains
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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This is no lazy mans field
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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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We cannot go after thousands of men until we learn how to win one.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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
Claude C. Hopkins