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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Story
Advertisement
Whatever
Advertisements
Use
Reasonably
Tell
Claim
Stories
Gain
Writing
Claims
Complete
Attention
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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A man coined to superlative must expect that his every statement will be taken with some caution
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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Address the people you seek, and them only
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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We cannot go after thousands of men until we learn how to win one.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Never be led in new paths by the blind
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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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