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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
Arts
Either
Interest
Art
Headline
Great
Journalistic
Writing
Conceal
Headlines
Reveal

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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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A man coined to superlative must expect that his every statement will be taken with some caution
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Never be led in new paths by the blind
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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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Address the people you seek, and them only
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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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The time has come when advertising has in some hands reached the status of a science.
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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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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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If a claim is worth making, make it in the most impressive way.
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Impressive claims are made far more impressive by making them exact
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Don't, to gain general and useless attention, sacrifice the attention that you want
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Curiosity is one of the strongest human incentives
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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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