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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
Understanding
Water
Human
Platitudes
Humans
Generalities
Like
Duck
Ducks
Roll
Advertising

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If a claim is worth making, make it in the most impressive way.
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Impressive claims are made far more impressive by making them exact
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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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Address the people you seek, and them only
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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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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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Picture what others wish to be, not what they may be now
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We cannot go after thousands of men until we learn how to win one.
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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Curiosity is one of the strongest human incentives
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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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Genius is the art of taking pains
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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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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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