Claude C. Hopkins Quotes - Page 2

Never be led in new paths by the blind

The weight of an argument may often be multiplied by making it specific

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

We cannot go after thousands of men until we learn how to win one.

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

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

This is no lazy mans field

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make

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.

The advertising man who spares the midnight oil will never get very far.

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

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.

Don't, to gain general and useless attention, sacrifice the attention that you want

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.

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

A man coined to superlative must expect that his every statement will be taken with some caution

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

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

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

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

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

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.