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The time has come when advertising has in some hands reached the status of a science.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Status
Reached
Advertising
Business
Science
Hands
Come
Time

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Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
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Advertising is prima facie evidence that the man who pays believes that advertising is good. It has brought great results to others, it must be good for him. So he takes it like some secret tonic which others have endorsed. If the business thrives, the tonic gets the credit. Otherwise, the failure is due to fate.
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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
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Impressive claims are made far more impressive by making them exact
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Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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This is no lazy mans field
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Address the people you seek, and them only
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Genius is the art of taking pains
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The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action
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Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader
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Don't, to gain general and useless attention, sacrifice the attention that you want
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Never be led in new paths by the blind
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We cannot go after thousands of men until we learn how to win one.
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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
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The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins