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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
Interest
Art
Headline
Great
Journalistic
Writing
Conceal
Headlines
Reveal
Arts
Either

More quotes by Claude C. Hopkins

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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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Picture what others wish to be, not what they may be now
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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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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 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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Never be led in new paths by the blind
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Impressive claims are made far more impressive by making them exact
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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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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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Curiosity is one of the strongest human incentives
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Genius is the art of taking pains
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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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We cannot go after thousands of men until we learn how to win one.
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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
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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This is no lazy mans field
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins