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Quote by Claude C. Hopkins

“A man coined to superlative must expect that his every statement will be taken with some caution”

Quote by Claude C. Hopkins

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

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“"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”

World Writing Existence Expression Reader Expected Statements Tendencies Etc Suggestions Lowest Careless Discounts Superlatives Looseness

Author: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”

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.”

Should Writing Stories Use Attention Claims Advertisements

Author:Claude C. Hopkins

“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”

People Way Writing Winning Interest Assuming Provinces

Author:Claude C. Hopkins

“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”

Knows Writing May Failing Reader Average Ads

Author:Claude C. Hopkins

“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”

Should Writing Products Impression Atmosphere Plus Salesman

Book:Scientific Advertising - Masters of Marketing Secrets: From the First Great Copywriter

Source: Scientific Advertising - Masters of Marketing Secrets: From the First Great Copywriter

“Genius is the art of taking pains”

Writing Art Pain Genius

Book:Scientific Advertising Origins

Source: Scientific Advertising Origins

“The advertising man who spares the midnight oil will never get very far.”

Men Writing Oil Advertising Spares Midnight

Author:Claude C. Hopkins