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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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Address the people you seek, and them only
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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We cannot go after thousands of men until we learn how to win one.
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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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Picture what others wish to be, not what they may be now
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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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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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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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This is no lazy mans field
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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 man who wins out and survives does so only because of superior science and strategy.
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The time has come when advertising has in some hands reached the status of a science.
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Never be led in new paths by the blind
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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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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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