Quote

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.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Great
Pay
Dues
Facie
Believe
Gets
Advertising
Prima
Good
Takes
Otherwise
Endorsed
Men
Results
Credit
Tonic
Like
Secret
Brought
Thrives
Business
Fate
Pays
Others
Evidence
Thrive
Must
Failure
Believes

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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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Impressive claims are made far more impressive by making them exact
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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We cannot go after thousands of men until we learn how to win one.
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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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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Never be led in new paths by the blind
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Address the people you seek, and them only
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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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If a claim is worth making, make it in the most impressive way.
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