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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
Attention
Ruin
May
Fools
Writing
Ruins
Would
Wearing
Gain
Selling
Gains
Prospects
Fool
Caps

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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 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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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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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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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This is no lazy mans field
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Never be led in new paths by the blind
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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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Address the people you seek, and them only
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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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Curiosity is one of the strongest human incentives
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Picture what others wish to be, not what they may be now
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Impressive claims are made far more impressive by making them exact
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