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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.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Writing
Deals
Millions
Name
Precedes
Names
Selection
Often
Dollars
Tell
Research
Stories
Deal
Great
Worth

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The time has come when advertising has in some hands reached the status of a science.
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Address the people you seek, and them only
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Impressive claims are made far more impressive by making them exact
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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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Picture what others wish to be, not what they may be now
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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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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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If a claim is worth making, make it in the most impressive way.
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Genius is the art of taking pains
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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 man who wins out and survives does so only because of superior science and strategy.
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This is no lazy mans field
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Don't, to gain general and useless attention, sacrifice the attention that you want
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