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 More Quotes by Claude C. Hopkins More Quotes From Claude C. Hopkins 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 Claude C. Hopkins writing trying people The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. Claude C. Hopkins profitable advertising purpose Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves Claude C. Hopkins selfish care people 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 Claude C. Hopkins campaigns tables answers Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten. Claude C. Hopkins buyers interest forgotten 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 Claude C. Hopkins psychology principles today 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 Claude C. Hopkins atmosphere should writing Platitudes and generalities roll off the human understanding like water from a duck. Claude C. Hopkins ducks understanding water Curiosity is one of the strongest human incentives Claude C. Hopkins incentives strongest curiosity The man who wins out and survives does so only because of superior science and strategy. Claude C. Hopkins winning doe men The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement Claude C. Hopkins bills wish 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 Claude C. Hopkins winning writing people Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns Claude C. Hopkins return done littles The time has come when advertising has in some hands reached the status of a science. Claude C. Hopkins advertising business hands Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject Claude C. Hopkins style unique writing Impressive claims are made far more impressive by making them exact Claude C. Hopkins advertising claims made Changing people's habits is very expensive Claude C. Hopkins habit customers people 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. Claude C. Hopkins scarcity dollars writing The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest Claude C. Hopkins headlines writing art "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 Claude C. Hopkins etc expression writing
