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

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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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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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Impressive claims are made far more impressive by making them exact
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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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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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We cannot go after thousands of men until we learn how to win one.
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This is no lazy mans field
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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 man who wins out and survives does so only because of superior science and strategy.
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Address the people you seek, and them only
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Genius is the art of taking pains
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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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Curiosity is one of the strongest human incentives
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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