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This is no lazy mans field

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Mans
Lazy
Advertising
Field
Fields

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Never be led in new paths by the blind
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Picture what others wish to be, not what they may be now
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If a claim is worth making, make it in the most impressive way.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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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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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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Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring
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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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Address the people you seek, and them only
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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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We cannot go after thousands of men until we learn how to win one.
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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
Claude C. Hopkins