Claude C. Hopkins Quotes

28 Sourced Quotes

The right name is an advertisement in itself.

Claude C. Hopkins
The time has come when advertising in some hands has reached the status of a science.

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
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

Claude C. Hopkins
We cannot go after thousands of men until we learn now to win one

Claude C. Hopkins
Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

Claude C. Hopkins
The weight of an argument may often be multiplied by making it specific

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
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

Claude C. Hopkins
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

Claude C. Hopkins
Don't, to gain general and useless attention, sacrifice the attention that you want

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
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

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

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
Ads are planned and written with some utterly wrong conception. They are written to please their seller. The interest of the buyer is forgotten

Claude C. Hopkins
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

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

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
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

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

Claude C. Hopkins
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.

Claude C. Hopkins
"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

Claude C. Hopkins
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

Claude C. Hopkins
Impressive claims are made far more impressive by making them exact

Claude C. Hopkins
People don't buy from clowns.

Claude C. Hopkins
The man who wins out and survives does so only because of superior science and strategy.

Claude C. Hopkins