Quote

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

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
Writing
Weight
Made
Value
Generality
Like
Ones
Inquiring
Health
Generalities
Saying
Print
Taken
Specific
Whatever
Intention
Values
Claims

More quotes by Claude C. Hopkins

Image
Picture what others wish to be, not what they may be now
Claude C. Hopkins
Image
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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
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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Claude C. Hopkins
Image
This is no lazy mans field
Claude C. Hopkins
Image
The man who wins out and survives does so only because of superior science and strategy.
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
Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
Image
Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
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
Genius is the art of taking pains
Claude C. Hopkins
Image
Address the people you seek, and them only
Claude C. Hopkins
Image
Impressive claims are made far more impressive by making them exact
Claude C. Hopkins
Image
We cannot go after thousands of men until we learn how to win one.
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
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
Curiosity is one of the strongest human incentives
Claude C. Hopkins
Image
Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
Image
If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins