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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.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Names
Selection
Often
Dollars
Tell
Research
Stories
Deal
Great
Worth
Writing
Deals
Millions
Name
Precedes

More quotes by Claude C. Hopkins

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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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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Address the people you seek, and them only
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Never be led in new paths by the blind
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If a claim is worth making, make it in the most impressive way.
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This is no lazy mans field
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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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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Picture what others wish to be, not what they may be now
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Curiosity is one of the strongest human incentives
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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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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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A man coined to superlative must expect that his every statement will be taken with some caution
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The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins