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 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
writing men oil
The advertising man who spares the midnight oil will not get very far
writing average may
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
writing dollars scarcity
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.
art pain writing
Genius is the art of taking pains
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
taken writing men
A man coined to superlative must expect that his every statement will be taken with some caution
art writing headlines
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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
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
writing unique style
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject