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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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Platitudes and generalities roll off the human understanding like water from a duck.
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The time has come when advertising has in some hands reached the status of a science.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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The man who wins out and survives does so only because of superior science and strategy.
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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Picture what others wish to be, not what they may be now
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Curiosity is one of the strongest human incentives
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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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Genius is the art of taking pains
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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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