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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
Made
Impressive
Exact
Advertising
Claims
Making

More quotes by 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.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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The time has come when advertising has in some hands reached the status of a science.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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
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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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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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Genius is the art of taking pains
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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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The man who wins out and survives does so only because of superior science and strategy.
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If a claim is worth making, make it in the most impressive way.
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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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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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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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Never be led in new paths by the blind
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Picture what others wish to be, not what they may be now
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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
Claude C. Hopkins