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

More quotes by Claude C. Hopkins

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Genius is the art of taking pains
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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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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
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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 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
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We cannot go after thousands of men until we learn how to win one.
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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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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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If a claim is worth making, make it in the most impressive way.
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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Never be led in new paths by the blind
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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.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
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A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins