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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
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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Often
Permanent
Recommendations
Doe
Sticks
Sale
Without
Customers
Convert
Much
Conviction
Sales
Made
Likely
Casual
People
Bring
Count
Lines
Stick
Making
Advertising
More quotes by Claude C. Hopkins
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
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
Picture what others wish to be, not what they may be now
Claude C. Hopkins
A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins
Genius is the art of taking pains
Claude C. Hopkins
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
Claude C. Hopkins
Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
We cannot go after thousands of men until we learn how to win one.
Claude C. Hopkins
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
Claude C. Hopkins
The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
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
Curiosity is one of the strongest human incentives
Claude C. Hopkins
Never be led in new paths by the blind
Claude C. Hopkins
Address the people you seek, and them only
Claude C. Hopkins
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
If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
