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Platitudes and generalities roll off the human understanding like water from a duck.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Like
Duck
Ducks
Roll
Advertising
Understanding
Water
Human
Platitudes
Humans
Generalities

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Picture what others wish to be, not what they may be now
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Address the people you seek, and them only
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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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This is no lazy mans field
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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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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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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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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Impressive claims are made far more impressive by making them exact
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Don't, to gain general and useless attention, sacrifice the attention that you want
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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The time has come when advertising has in some hands reached the status of a science.
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