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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Make
Unprofitable
Sales
Profitable
Actual
Advertising
According
Purpose

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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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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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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
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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.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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
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Address the people you seek, and them only
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Platitudes and generalities roll off the human understanding like water from a duck.
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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
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Impressive claims are made far more impressive by making them exact
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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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Picture what others wish to be, not what they may be now
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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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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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Genius is the art of taking pains
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We cannot go after thousands of men until we learn how to win one.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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Curiosity is one of the strongest human incentives
Claude C. Hopkins