Quote

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
Name
Precedes
Names
Selection
Often
Dollars
Tell
Research
Stories
Deal
Great
Worth
Writing
Deals
Millions

More quotes by Claude C. Hopkins

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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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Platitudes and generalities roll off the human understanding like water from a duck.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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If a claim is worth making, make it in the most impressive way.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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Impressive claims are made far more impressive by making them exact
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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
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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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This is no lazy mans field
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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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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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The time has come when advertising has in some hands reached the status of a science.
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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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Picture what others wish to be, not what they may be now
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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
Claude C. Hopkins