If a claim is worth making, make it in the most impressive way. Claude C. Hopkins More Quotes by Claude C. Hopkins More Quotes From Claude C. Hopkins On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick Claude C. Hopkins linesdoepeople A man coined to superlative must expect that his every statement will be taken with some caution Claude C. Hopkins takenwritingmen We cannot go after thousands of men until we learn how to win one. Claude C. Hopkins advertisingwinningmen Never be led in new paths by the blind Claude C. Hopkins advertisingblindpath In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster Claude C. Hopkins advertisingdisasteropinion Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart. Claude C. Hopkins heartyellowmemories Address the people you seek, and them only Claude C. Hopkins addressescustomerspeople The advertising man who spares the midnight oil will never get very far. Claude C. Hopkins oilwritingmen Don't, to gain general and useless attention, sacrifice the attention that you want Claude C. Hopkins sacrificeuselessattention Don't think of people in the mass. That gives you a blurred view. Claude C. Hopkins viewspeoplethinking 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 Claude C. Hopkins levelsreadermay Advertising is much like war, minus the venom Claude C. Hopkins minusadvertisingwar Picture what others wish to be, not what they may be now Claude C. Hopkins wishmay The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination Claude C. Hopkins advertisingcompassdestination People don't buy from clowns. Claude C. Hopkins wisewittypeople Genius is the art of taking pains Claude C. Hopkins painwritingart Advertising is prima facie evidence that the man who pays believes that advertising is good. It has brought great results to others, it must be good for him. So he takes it like some secret tonic which others have endorsed. If the business thrives, the tonic gets the credit. Otherwise, the failure is due to fate. Claude C. Hopkins fatemenbelieve 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 Claude C. Hopkins inquiringtakenwriting The weight of an argument may often be multiplied by making it specific Claude C. Hopkins often-isweightmay Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly Claude C. Hopkins methodadvertisinglong
