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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 man who wins out and survives does so only because of superior science and strategy.
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Impressive claims are made far more impressive by making them exact
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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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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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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Curiosity is one of the strongest human incentives
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This is no lazy mans field
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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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We cannot go after thousands of men until we learn how to win one.
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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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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Never be led in new paths by the blind
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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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