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

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If a claim is worth making, make it in the most impressive way.
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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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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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The time has come when advertising has in some hands reached the status of a science.
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Address the people you seek, and them only
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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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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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Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring
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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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Never be led in new paths by the blind
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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 man who wins out and survives does so only because of superior science and strategy.
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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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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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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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Curiosity is one of the strongest human incentives
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Genius is the art of taking pains
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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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