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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Address the people you seek, and them only
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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The time has come when advertising has in some hands reached the status of a science.
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Picture what others wish to be, not what they may be now
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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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Never be led in new paths by the blind
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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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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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Impressive claims are made far more impressive by making them exact
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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Don't, to gain general and useless attention, sacrifice the attention that you want
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