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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Conception
Folly
Advertising
Scientific
Conceptions
Method
Altered
Plans
Proved
Many
Methods
Long
Established

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If a claim is worth making, make it in the most impressive way.
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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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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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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Never be led in new paths by the blind
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The man who wins out and survives does so only because of superior science and strategy.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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Genius is the art of taking pains
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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A man coined to superlative must expect that his every statement will be taken with some caution
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The time has come when advertising has in some hands reached the status of a science.
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Impressive claims are made far more impressive by making them exact
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Picture what others wish to be, not what they may be now
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