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Don't, to gain general and useless attention, sacrifice the attention that you want

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Advertising
Gain
Useless
Gains
Sacrifice
General
Attention

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Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.
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Address the people you seek, and them only
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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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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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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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Never be led in new paths by the blind
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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Curiosity is one of the strongest human incentives
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Platitudes and generalities roll off the human understanding like water from a duck.
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Impressive claims are made far more impressive by making them exact
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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Genius is the art of taking pains
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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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