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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
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More quotes by Claude C. Hopkins
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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Genius is the art of taking pains
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Curiosity is one of the strongest human incentives
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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Claude C. Hopkins
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
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
Picture what others wish to be, not what they may be now
Claude C. Hopkins
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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This is no lazy mans field
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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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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
Claude C. Hopkins
If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
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
