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. HopkinsThe 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
Claude C. HopkinsFine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. HopkinsScientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Claude C. HopkinsPeople will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted
Claude C. Hopkins"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make
Claude C. Hopkins