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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

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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Impressive claims are made far more impressive by making them exact
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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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Picture what others wish to be, not what they may be now
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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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Curiosity is one of the strongest human incentives
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Address the people you seek, and them only
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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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This is no lazy mans field
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Genius is the art of taking pains
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