Advertising advice – Claude Hopkins (part 4)

“Used the world over” is a very elastic claim. Then one advertiser said, “Used by the peoples of 52 nations,” and many others followed.

One statement may take as much room as another, yet a definite statement be many times as effective. The difference is vast. If a claim is worth making, make it in the most impressive way.

All these effects must be studied. Salesmanship-in-print is very expensive. A salesman’s loose talk matters little. But when you are talking to millions at enormous cost, the weight of your claims is important.

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.

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