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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Days
Opinion
Wrong
Ventured
Right
Advertisers
Many
Opinions
Time
Advertising
Disaster
Guess

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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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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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Curiosity is one of the strongest human incentives
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