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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
Claude C. Hopkins
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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
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More quotes by Claude C. Hopkins
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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Picture what others wish to be, not what they may be now
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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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The man who wins out and survives does so only because of superior science and strategy.
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