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Impressive claims are made far more impressive by making them exact

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Impressive
Exact
Advertising
Claims
Making
Made

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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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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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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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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 man who wins out and survives does so only because of superior science and strategy.
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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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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Picture what others wish to be, not what they may be now
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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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Address the people you seek, and them only
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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