Quote

A man coined to superlative must expect that his every statement will be taken with some caution

Claude C. Hopkins

Change background

T
T
T

Change font

TAGS & TOPICS

Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Taken
Must
Superlative
Writing
Superlatives
Every
Coined
Men
Caution
Statement
Statements
Expect

More quotes by Claude C. Hopkins

Image
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
Claude C. Hopkins
Image
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.
Claude C. Hopkins
Image
The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
Image
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.
Claude C. Hopkins
Image
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
Image
Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
Image
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins
Image
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
Claude C. Hopkins
Image
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
Claude C. Hopkins
Image
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
Claude C. Hopkins
Image
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
Image
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
Image
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.
Claude C. Hopkins
Image
Address the people you seek, and them only
Claude C. Hopkins
Image
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Claude C. Hopkins
Image
The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
Image
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Claude C. Hopkins
Image
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
Image
This is no lazy mans field
Claude C. Hopkins
Image
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
Claude C. Hopkins