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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
Millions
Name
Precedes
Names
Selection
Often
Dollars
Tell
Research
Stories
Deal
Great
Worth
Writing
Deals

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This is no lazy mans field
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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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Curiosity is one of the strongest human incentives
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Address the people you seek, and them only
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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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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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If a claim is worth making, make it in the most impressive way.
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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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We cannot go after thousands of men until we learn how to win one.
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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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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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Genius is the art of taking pains
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Never be led in new paths by the blind
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Picture what others wish to be, not what they may be now
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