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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
Attention
Advertising
Gain
Useless
Gains
Sacrifice
General

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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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We cannot go after thousands of men until we learn how to win one.
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Picture what others wish to be, not what they may be now
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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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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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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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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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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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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
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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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Never be led in new paths by the blind
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The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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