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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.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Must
Oratory
Briefly
Qualifications
Salesman
Literary
Clearly
Express
Salesmanship
Able
Convincingly

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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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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 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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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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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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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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The time has come when advertising has in some hands reached the status of a science.
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This is no lazy mans field
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Genius is the art of taking pains
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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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Picture what others wish to be, not what they may be now
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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Address the people you seek, and them only
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Curiosity is one of the strongest human incentives
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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