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

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Impressive claims are made far more impressive by making them exact
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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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Curiosity is one of the strongest human incentives
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Genius is the art of taking pains
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