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
able oratory qualifications
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.
writing attention stories
Whatever claim you use to get attention, the advertisement should tell a story reasonably complete
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 may
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
lazy fields advertising
This is no lazy mans field
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
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
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
purpose advertising profitable
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
wise witty people
People don't buy from clowns.