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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
Never
Levels
Ads
Would
Willing
Dealing
Loses
Customers
Else
Interested
Someone
Reader
May
Level
Best
Listen
Every
Lose

More quotes by Claude C. Hopkins

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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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We cannot go after thousands of men until we learn how to win one.
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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Impressive claims are made far more impressive by making them exact
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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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Address the people you seek, and them only
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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If a claim is worth making, make it in the most impressive way.
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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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Genius is the art of taking pains
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This is no lazy mans field
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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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The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins