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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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If a claim is worth making, make it in the most impressive way.
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Address the people you seek, and them only
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
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Never be led in new paths by the blind
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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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Picture what others wish to be, not what they may be now
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Impressive claims are made far more impressive by making them exact
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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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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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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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We cannot go after thousands of men until we learn how to win one.
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The time has come when advertising has in some hands reached the status of a science.
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