Claude C. Hopkins Quotes

Once you create a loyal customer base, it's tough for a competitor to take that away.

Too many companies think they want to do a video blog to sell merchandise, but if you turn your site into QVC, you lose. I have an audience that trusts me. It's about building a global brand - not selling four more bottles of Pinot Grigio.

Repetition makes reputation and reputation makes customers.

Use state-of-the-heart technology online and offline to turn listeners into viral advocates and customers into raving fans.

There is no one thing that can turn around a rejection. But there is one answer: begin talking to your customers who have already bought from you and discover why they bought.

There are a lot of people who touch the customer.

From the store windows, the store touch-points, the website, social media, or a magazine, it has to be one pure customer experience, not just to gain market share but to gain mind share.

The conventional way of selling products out of the catalogue no longer works; the relationship needs to become more sticky.

It's almost always easier to sell to an existing customer base than to find a new one.

We are putting a lot of investments behind building customer loyalty. We need to make sure we keep investing in the right tech that will help customers. If we keep doing that well, we will keep progressing.

There are huge advertising budgets only when there's no difference between the products. If the products really were different, people would buy the one that's better. Advertising teaches people not to trust their judgment. Advertising teaches people to be stupid.

Sustainable growth is characterized by one simple rule: New customers come from the actions of past customers.

In marketing, the familiar is everything.

The brand is only as good as your products, so.. if people have a good experience on Virgin Atlantic or if they have a good experience on Virgin trains or.. if they have a Virgin mobile phone and they can get straight through to our people and they're well looked after and then they'll try the next product that we launch.

New Customers come from the action of past customers

Audiences, as they get smaller, can intensify their relationship with the product, and so can the creative relationship with the people that you are serving. The good news is that, the more shows there are, the less the conglomerates have to gain by breaking the will of each individual creative.

Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

People fight for their regulars. It gets dirty sometimes.

The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.

People don't buy what you do; they buy why you do it and what you do simply proves what you believe.

If you can find a company that can get away with raising prices year after year without losing customers (an addictive product such as cigarettes fills the bill), you've got a terrific investment.

It's very logical: There is proven ROI in doing whatever you can to turn your customers into advocates for your brand or business. The way to create advocates is to offer superior customer service.

You probably couldn't have found much daylight between the NRA and the Disney company. They probably would've had had identical demographics for the people who really loved those companies.

Marketing, and the whole firm, should devote extraordinary endeavour towards delighting, keeping for ever and expanding the sales to the 20 per cent of customers who provide 80 per cent.