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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
Attention
Disadvantages
Take
Distinct
Writing
Literary
Subject
Unique
Subjects
Fine
Style
Disadvantage
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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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Curiosity is one of the strongest human incentives
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Impressive claims are made far more impressive by making them exact
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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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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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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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The time has come when advertising has in some hands reached the status of a science.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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The man who wins out and survives does so only because of superior science and strategy.
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If a claim is worth making, make it in the most impressive way.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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