Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced.
The man who wins out and survives does so only because of superior science and strategy.
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
Curiosity is one of the strongest human incentives
The weight of an argument may often be multiplied by making it specific
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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
Address the people you seek, and them only
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
This is no lazy mans field
The time has come when advertising in some hands has reached the status of a science.
Impressive claims are made far more impressive by making them exact
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
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.
Picture what others wish to be, not what they may be now
Genius is the art of taking pains
Platitudes and generalities roll of the human understanding like water from a duck
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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