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One may gain attention by wearing a fools cap. But he would ruin his selling prospects

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Would
Wearing
Gain
Selling
Gains
Prospects
Fool
Caps
Attention
Ruin
May
Fools
Writing
Ruins

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Address the people you seek, and them only
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Picture what others wish to be, not what they may be now
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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Curiosity is one of the strongest human incentives
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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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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 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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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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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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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This is no lazy mans field
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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