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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Long
Reader
Reads
People
Short
Ads
Interest
Amusement
Action
Readers
Give
Customers
Take
Interests
Enough
Subject
Giving
Subjects

More quotes by Claude C. Hopkins

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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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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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This is no lazy mans field
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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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We cannot go after thousands of men until we learn how to win one.
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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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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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If a claim is worth making, make it in the most impressive way.
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Genius is the art of taking pains
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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