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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
Useless
Gains
Sacrifice
General
Attention
Advertising
Gain

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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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We cannot go after thousands of men until we learn how to win one.
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This is no lazy mans field
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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Address the people you seek, and them only
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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Curiosity is one of the strongest human incentives
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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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Never be led in new paths by the blind
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