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

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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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 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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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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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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Genius is the art of taking pains
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We cannot go after thousands of men until we learn how to win one.
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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The time has come when advertising has in some hands reached the status of a science.
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Claude C. Hopkins