No generality has any weight whatever. I... by Claude C. Hopkins

Strategy Advertising Psychology Marketing salesman

No generality has any weight whatever. It is like saying how do you do? When you have no intention of inquiring about one’s health. But specific claims when made in print are taken at their value.

- Claude C. Hopkins

Other quotes by Claude C. Hopkins

Impressive claims are made far more impressive by making them exact.

- Claude C. Hopkins

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.

- Claude C. Hopkins

When I find what seems to be the right course I always wish to keep it. There may be another way to success, even to greater success. But the chances are against it. The ways to great success in any line are not numerous. When a certain method has proved itself profitable I hesitate to drop it, until I have found and proved a better method by some local tests. The best way found to sell a product to thousands is probably the best way to sell other thousands.

- Claude C. Hopkins

Advertising is much like war, minus the venom.

- Claude C. Hopkins

In the same way it is found that an offer limited to a certain class of people is far more effective than a general offer.

- Claude C. Hopkins

None but those who regard advertising as some magic dreamland will ever try to sell without sampling.

- Claude C. Hopkins

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