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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
Questions
Table
Answer
Advertising
Answers
Test
Almost
Tables
Cheaply
Around
Quickly
Arguments
Way
Tests
Answered
Finally
Campaign
Argument
Campaigns

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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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If a claim is worth making, make it in the most impressive way.
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This is no lazy mans field
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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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Curiosity is one of the strongest human incentives
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The time has come when advertising has in some hands reached the status of a science.
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Picture what others wish to be, not what they may be now
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Address the people you seek, and them only
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We cannot go after thousands of men until we learn how to win one.
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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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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Impressive claims are made far more impressive by making them exact
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