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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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A man coined to superlative must expect that his every statement will be taken with some caution
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Genius is the art of taking pains
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The time has come when advertising has in some hands reached the status of a science.
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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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If a claim is worth making, make it in the most impressive way.
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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We cannot go after thousands of men until we learn how to win one.
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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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