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

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Never be led in new paths by the blind
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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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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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Address the people you seek, and them only
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Picture what others wish to be, not what they may be now
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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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 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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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 time has come when advertising has in some hands reached the status of a science.
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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This is no lazy mans field
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Curiosity is one of the strongest human incentives
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We cannot go after thousands of men until we learn how to win one.
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