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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Made
Value
Generality
Like
Ones
Inquiring
Health
Generalities
Saying
Print
Taken
Specific
Whatever
Intention
Values
Claims
Writing
Weight

More quotes by Claude C. Hopkins

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Address the people you seek, and them only
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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This is no lazy mans field
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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Impressive claims are made far more impressive by making them exact
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If a claim is worth making, make it in the most impressive way.
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Curiosity is one of the strongest human incentives
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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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The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Claude C. Hopkins