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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
Many
Methods
Long
Established
Conception
Folly
Advertising
Scientific
Conceptions
Method
Altered
Plans
Proved

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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Curiosity is one of the strongest human incentives
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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
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Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.
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Impressive claims are made far more impressive by making them exact
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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 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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Address the people you seek, and them only
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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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The time has come when advertising has in some hands reached the status of a science.
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If a claim is worth making, make it in the most impressive way.
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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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We cannot go after thousands of men until we learn how to win one.
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This is no lazy mans field
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The man who wins out and survives does so only because of superior science and strategy.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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