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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
Wrong
Ventured
Right
Advertisers
Many
Opinions
Time
Advertising
Disaster
Guess
Days
Opinion

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Genius is the art of taking pains
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Impressive claims are made far more impressive by making them exact
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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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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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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Platitudes and generalities roll off the human understanding like water from a duck.
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The man who wins out and survives does so only because of superior science and strategy.
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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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