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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.
Claude C. Hopkins
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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Clearly
Express
Salesmanship
Able
Convincingly
Must
Oratory
Briefly
Qualifications
Salesman
Literary
More quotes by Claude C. Hopkins
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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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This is no lazy mans field
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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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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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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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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Address the people you seek, and them only
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
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We cannot go after thousands of men until we learn how to win one.
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