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
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
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
often-is weight may
The weight of an argument may often be multiplied by making it specific
lazy fields advertising
This is no lazy mans field