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

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Address the people you seek, and them only
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Never be led in new paths by the blind
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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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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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The time has come when advertising has in some hands reached the status of a science.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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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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Picture what others wish to be, not what they may be now
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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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This is no lazy mans field
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We cannot go after thousands of men until we learn how to win one.
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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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Curiosity is one of the strongest human incentives
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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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