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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

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
People
Assuming
Merely
Possible
Cheapest
Winning
Province
Interest
Provinces
Nothing
Attract
Writing
Wins
Way
Assume

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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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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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The man who wins out and survives does so only because of superior science and strategy.
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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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Picture what others wish to be, not what they may be now
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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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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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Never be led in new paths by the blind
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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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Address the people you seek, and them only
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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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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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The time has come when advertising has in some hands reached the status of a science.
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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