Claude C. Hopkins
Claude C. Hopkins
Claude C. Hopkinswas one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced...
NationalityAmerican
ProfessionBusinessman
CountryUnited States of America
advertising compass destination
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
winning men advertising
We cannot go after thousands of men until we learn now to win one
taken writing men
A man coined to superlative must expect that his every statement will be taken with some caution
way advertising claims
If a claim is worth making, make it in the most specific way
art writing headlines
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
people lines sticks
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
advertising claims made
Impressive claims are made far more impressive by making them exact
business hands advertising
The time has come when advertising in some hands has reached the status of a science.
writing winning people
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
forgotten buyers interest
Ads are planned and written with some utterly wrong conception. They are written to please their seller. The interest of the buyer is forgotten
selfish people care
Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves
people habit expensive
Changing people's habits is very expensive
men winning doe
The man who wins out and survives does so only because of superior science and strategy.
littles might pay
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns