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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Every
Lose
Never
Levels
Ads
Would
Willing
Dealing
Loses
Customers
Else
Interested
Someone
Reader
May
Level
Best
Listen

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Picture what others wish to be, not what they may be now
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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If a claim is worth making, make it in the most impressive way.
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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Impressive claims are made far more impressive by making them exact
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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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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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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 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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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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Genius is the art of taking pains
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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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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins