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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
Stories
Gain
Writing
Claims
Complete
Attention
Story
Advertisement
Whatever
Advertisements
Use
Reasonably
Tell
Claim

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Genius is the art of taking pains
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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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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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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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We cannot go after thousands of men until we learn how to win one.
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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 man who wins out and survives does so only because of superior science and strategy.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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Never be led in new paths by the blind
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Don't, to gain general and useless attention, sacrifice the attention that you want
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Address the people you seek, and them only
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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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Curiosity is one of the strongest human incentives
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