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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
General
Attention
Advertising
Gain
Useless
Gains
Sacrifice

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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 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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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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If a claim is worth making, make it in the most impressive way.
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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 man who wins out and survives does so only because of superior science and strategy.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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We cannot go after thousands of men until we learn how to win one.
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The time has come when advertising has in some hands reached the status of a science.
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Address the people you seek, and them only
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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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Impressive claims are made far more impressive by making them exact
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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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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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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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Picture what others wish to be, not what they may be now
Claude C. Hopkins