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

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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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The time has come when advertising has in some hands reached the status of a science.
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Never be led in new paths by the blind
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Impressive claims are made far more impressive by making them exact
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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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Curiosity is one of the strongest human incentives
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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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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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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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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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Genius is the art of taking pains
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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If a claim is worth making, make it in the most impressive way.
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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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Picture what others wish to be, not what they may be now
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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins