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
often-is weight may
The weight of an argument may often be multiplied by making it specific
taken writing weight
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
The right name is an advertisement in itself.
wise witty people
People don't buy from clowns.
purpose advertising profitable
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
opinion advertising disaster
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
bored people personality
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
people addresses customers
Address the people you seek, and them only
levels may reader
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
lazy fields advertising
This is no lazy mans field
writing attention may
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
writing names stories
Names that tell stories have been worth millions of dollars. So a great deal of research often proceeds the selection of a name
writing attention stories
Whatever claim you use to get attention, the advertisement should tell a story reasonably complete
writing atmosphere should
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