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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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Impressive claims are made far more impressive by making them exact
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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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This is no lazy mans field
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Never be led in new paths by the blind
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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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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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The man who wins out and survives does so only because of superior science and strategy.
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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We cannot go after thousands of men until we learn how to win one.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Curiosity is one of the strongest human incentives
Claude C. Hopkins