Claude C. Hopkins Quotes
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If a claim is worth making, make it in the most impressive way.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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Curiosity is one of the strongest human incentives
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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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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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Changing people's habits is very expensive
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Impressive claims are made far more impressive by making them exact
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Advertising is much like war, minus the venom
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People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted
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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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The weight of an argument may often be multiplied by making it specific
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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 product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it
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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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Address the people you seek, and them only
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Don't think of people in the mass. That gives you a blurred view.
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Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause
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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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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 one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.
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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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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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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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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.
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Platitudes and generalities roll off the human understanding like water from a duck.
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