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

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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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The time has come when advertising has in some hands reached the status of a science.
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If a claim is worth making, make it in the most impressive way.
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Genius is the art of taking pains
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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Address the people you seek, and them only
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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