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 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
curiosity incentives humans
Curiosity is one of the strongest human incentives
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
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
writing unique style
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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
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
way advertising claims
If a claim is worth making, make it in the most specific way
advertising claims made
Impressive claims are made far more impressive by making them exact
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
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
ducks water understanding
Platitudes and generalities roll of the human understanding like water from a duck
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