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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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Genius is the art of taking pains
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The time has come when advertising has in some hands reached the status of a science.
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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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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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Curiosity is one of the strongest human incentives
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Impressive claims are made far more impressive by making them exact
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We cannot go after thousands of men until we learn how to win one.
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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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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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If a claim is worth making, make it in the most impressive 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.
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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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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
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