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

More quotes by Claude C. Hopkins

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If a claim is worth making, make it in the most impressive way.
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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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Address the people you seek, and them only
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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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Curiosity is one of the strongest human incentives
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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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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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This is no lazy mans field
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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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The time has come when advertising has in some hands reached the status of a science.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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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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Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins