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

More quotes by Claude C. Hopkins

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Genius is the art of taking pains
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Address the people you seek, and them only
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The time has come when advertising has in some hands reached the status of a science.
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If a claim is worth making, make it in the most impressive way.
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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Curiosity is one of the strongest human incentives
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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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The man who wins out and survives does so only because of superior science and strategy.
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Picture what others wish to be, not what they may be now
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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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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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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