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

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

More quotes by Claude C. Hopkins

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The time has come when advertising has in some hands reached the status of a science.
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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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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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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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Curiosity is one of the strongest human incentives
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This is no lazy mans field
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If a claim is worth making, make it in the most impressive way.
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Picture what others wish to be, not what they may be now
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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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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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Address the people you seek, and them only
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Impressive claims are made far more impressive by making them exact
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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
Claude C. Hopkins
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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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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
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins