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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
Fine
Style
Disadvantage
Attention
Disadvantages
Take
Distinct
Writing
Literary
Subject
Unique
Subjects

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Genius is the art of taking pains
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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The time has come when advertising has in some hands reached the status of a science.
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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 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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Address the people you seek, and them only
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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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We cannot go after thousands of men until we learn how to win one.
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The man who wins out and survives does so only because of superior science and strategy.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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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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