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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Argument
Campaigns
Questions
Table
Answer
Advertising
Answers
Test
Almost
Tables
Cheaply
Around
Quickly
Arguments
Way
Tests
Answered
Finally
Campaign

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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Never be led in new paths by the blind
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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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Curiosity is one of the strongest human incentives
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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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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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Address the people you seek, and them only
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The man who wins out and survives does so only because of superior science and strategy.
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If a claim is worth making, make it in the most impressive way.
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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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The time has come when advertising has in some hands reached the status of a science.
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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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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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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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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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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Platitudes and generalities roll off the human understanding like water from a duck.
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Picture what others wish to be, not what they may be now
Claude C. Hopkins