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Quote by Claude C. Hopkins

“"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”

Author

Claude C. Hopkins

Claude C. Hopkins (1866-1932) was a pioneer in the advertising industry in the United States, often referred to as the father of modern advertising. He revolutionized the advertising industry through empirical research and scientific methods, profoundly influencing brand marketing and advertising creativity. more

“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”

People Want Writing Trying Littles Written Faults Entertainment Advertising Abandon Performers Ads Seekers Applause Salesman

Author:Claude C. Hopkins

“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”

Writing Made Values Taken Weight Claims Intention Print Generalities Inquiring

Book:Scientific Advertising

Source: Scientific Advertising

“Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject”

Writing Attention Subjects Style Fine Unique Disadvantages Literary Style

Book:Scientific Advertising Origins

Source: Scientific Advertising Origins

“Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.”