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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
Taken
Must
Superlative
Writing
Superlatives
Every
Coined
Men
Caution
Statement
Statements
Expect

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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Picture what others wish to be, not what they may be now
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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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Impressive claims are made far more impressive by making them exact
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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If a claim is worth making, make it in the most impressive way.
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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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