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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
Without
National
Presumed
Done
Pay
Multiply
Way
Return
Returns
Show
Justification
Shows
Advertising
Littles
Test
Little
Tests
Might
Merely

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Never be led in new paths by the blind
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The time has come when advertising has in some hands reached the status of a science.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Curiosity is one of the strongest human incentives
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We cannot go after thousands of men until we learn how to win one.
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Platitudes and generalities roll off the human understanding like water from a duck.
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Address the people you seek, and them only
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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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If a claim is worth making, make it in the most impressive way.
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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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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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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