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

More quotes by Claude C. Hopkins

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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 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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Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
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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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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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Never be led in new paths by the blind
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We cannot go after thousands of men until we learn how to win one.
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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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If a claim is worth making, make it in the most impressive way.
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Platitudes and generalities roll off the human understanding like water from a duck.
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Address the people you seek, and them only
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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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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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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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The man who wins out and survives does so only because of superior science and strategy.
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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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Impressive claims are made far more impressive by making them exact
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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
Claude C. Hopkins