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A man coined to superlative must expect that his every statement will be taken with some caution

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Men
Caution
Statement
Statements
Expect
Taken
Must
Superlative
Writing
Superlatives
Every
Coined

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Don't, to gain general and useless attention, sacrifice the attention that you want
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Address the people you seek, and them only
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Impressive claims are made far more impressive by making them exact
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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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If a claim is worth making, make it in the most impressive way.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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 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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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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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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Curiosity is one of the strongest human incentives
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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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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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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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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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Genius is the art of taking pains
Claude C. Hopkins