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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Art
Headline
Great
Journalistic
Writing
Conceal
Headlines
Reveal
Arts
Either
Interest

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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Impressive claims are made far more impressive by making them exact
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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This is no lazy mans field
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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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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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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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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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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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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The man who wins out and survives does so only because of superior science and strategy.
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