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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
Claude C. Hopkins
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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Winning
Province
Interest
Provinces
Nothing
Attract
Writing
Wins
Way
Assume
People
Assuming
Merely
Possible
Cheapest
More quotes by Claude C. Hopkins
Address the people you seek, and them only
Claude C. Hopkins
The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
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
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
Claude C. Hopkins
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
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Claude C. Hopkins
If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
Genius is the art of taking pains
Claude C. Hopkins
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
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
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins
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.
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.
Claude C. Hopkins
The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
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
Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
Never be led in new paths by the blind
Claude C. Hopkins
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
Claude C. Hopkins
Curiosity is one of the strongest human incentives
Claude C. Hopkins
