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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
Advertising
Claims
Worth
Making
Way
Make
Impressive
Claim

More quotes by Claude C. Hopkins

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Don't, to gain general and useless attention, sacrifice the attention that you want
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Curiosity is one of the strongest human incentives
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Picture what others wish to be, not what they may be now
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The man who wins out and survives does so only because of superior science and strategy.
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We cannot go after thousands of men until we learn how to win one.
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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This is no lazy mans field
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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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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
Claude C. Hopkins
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins
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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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Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
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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.
Claude C. Hopkins
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Impressive claims are made far more impressive by making them exact
Claude C. Hopkins
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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.
Claude C. Hopkins
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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
Claude C. Hopkins
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Never be led in new paths by the blind
Claude C. Hopkins
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Address the people you seek, and them only
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.
Claude C. Hopkins