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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Writing
Literary
Subject
Unique
Subjects
Fine
Style
Disadvantage
Attention
Disadvantages
Take
Distinct

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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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Address the people you seek, and them only
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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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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If a claim is worth making, make it in the most impressive way.
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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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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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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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This is no lazy mans field
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Genius is the art of taking pains
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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 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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We cannot go after thousands of men until we learn how to win one.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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
Claude C. Hopkins