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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Curiosity is one of the strongest human incentives
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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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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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Picture what others wish to be, not what they may be now
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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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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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Platitudes and generalities roll off the human understanding like water from a duck.
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Impressive claims are made far more impressive by making them exact
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Never be led in new paths by the blind
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This is no lazy mans field
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Address the people you seek, and them only
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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The time has come when advertising has in some hands reached the status of a science.
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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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