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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Done
Pay
Multiply
Way
Return
Returns
Show
Justification
Shows
Advertising
Littles
Test
Little
Tests
Might
Merely
Without
National
Presumed

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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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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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This is no lazy mans field
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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We cannot go after thousands of men until we learn how to win one.
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Genius is the art of taking pains
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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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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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Picture what others wish to be, not what they may be now
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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