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

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If a claim is worth making, make it in the most impressive way.
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Platitudes and generalities roll off the human understanding like water from a duck.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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Impressive claims are made far more impressive by making them exact
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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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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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This is no lazy mans field
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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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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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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 man who wins out and survives does so only because of superior science and strategy.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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We cannot go after thousands of men until we learn how to win one.
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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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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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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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Address the people you seek, and them only
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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