97 Quotes by Claude C. Hopkins

Don’t, to gain general and useless attention, sacrifice the attention that you want.

If a claim is worth making, make it in the most specific way.

Don’t think of people in the mass. This gives you a blurred view.

The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information.

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.

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest.

Address the people you seek, and them only.

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know.

One may gain attention by wearing a fools cap. But he would ruin his selling prospects.