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
writing expression world
"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
psychology today principles
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
writing unique style
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
curiosity incentives humans
Curiosity is one of the strongest human incentives
writing people trying
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
people wish attention
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
answers tables tests
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
ducks water understanding
Platitudes and generalities roll of the human understanding like water from a duck