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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
Water
Human
Platitudes
Humans
Generalities
Like
Duck
Ducks
Roll
Advertising
Understanding

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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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We cannot go after thousands of men until we learn how to win one.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Address the people you seek, and them only
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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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Picture what others wish to be, not what they may be now
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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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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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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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Curiosity is one of the strongest human incentives
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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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 man who wins out and survives does so only because of superior science and strategy.
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