Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause
Claude C. HopkinsMost national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Claude C. HopkinsThe one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know
Claude C. Hopkins