The weight of an argument may often be multiplied by making it specific 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 lines doe people A man coined to superlative must expect that his every statement will be taken with some caution Claude C. Hopkins taken writing men If a claim is worth making, make it in the most impressive way. Claude C. Hopkins advertising claims way We cannot go after thousands of men until we learn how to win one. Claude C. Hopkins advertising winning men Never be led in new paths by the blind Claude C. Hopkins advertising blind path 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 advertising disaster opinion 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 heart yellow memories Address the people you seek, and them only Claude C. Hopkins addresses customers people The advertising man who spares the midnight oil will never get very far. Claude C. Hopkins oil writing men Don't, to gain general and useless attention, sacrifice the attention that you want Claude C. Hopkins sacrifice useless attention Don't think of people in the mass. That gives you a blurred view. Claude C. Hopkins views people thinking 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 levels reader may Advertising is much like war, minus the venom Claude C. Hopkins minus advertising war Picture what others wish to be, not what they may be now Claude C. Hopkins wish may The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination Claude C. Hopkins advertising compass destination People don't buy from clowns. Claude C. Hopkins wise witty people Genius is the art of taking pains Claude C. Hopkins pain writing art 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 fate men believe 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 inquiring taken writing Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly Claude C. Hopkins method advertising long
