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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
Interest
Amusement
Action
Readers
Give
Customers
Take
Interests
Enough
Subject
Giving
Subjects
Long
Reader
Reads
People
Short
Ads

More quotes by Claude C. Hopkins

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Curiosity is one of the strongest human incentives
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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This is no lazy mans field
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Never be led in new paths by the blind
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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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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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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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The man who wins out and survives does so only because of superior science and strategy.
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Platitudes and generalities roll off the human understanding like water from a duck.
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Impressive claims are made far more impressive by making them exact
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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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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
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If a claim is worth making, make it in the most impressive way.
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Picture what others wish to be, not what they may be now
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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
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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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