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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
More quotes by Claude C. Hopkins
Curiosity is one of the strongest human incentives
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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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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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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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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Address the people you seek, and them only
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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The time has come when advertising has in some hands reached the status of a science.
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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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If a claim is worth making, make it in the most impressive way.
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Never be led in new paths by the blind
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Impressive claims are made far more impressive by making them exact
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Picture what others wish to be, not what they may be now
Claude C. Hopkins
