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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
Making
Made
Impressive
Exact
Advertising
Claims

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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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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 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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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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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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Address the people you seek, and them only
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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Never be led in new paths by the blind
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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
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If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins