Platitudes and generalities roll off the human understanding like water from a duck. They leave not impression whatever. To say, "Beat in the world," "Lowest price in existence," etc. are at best simply claiming the expected. But superlatives of that sort are usually...
Claude C. Hopkins
Three Rules for Perfect Headlines: Target, Target, Target!
The difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He cannot be ignored. The advertisement can be ignored. But the salesman wastes much of his time on prospects whom he can never...
Mail Order Advertising: The Advertising Man’s Greatest Teacher
The real test of an advertising man is in selling goods by mail. But that is a school from which he must graduate before he can hope for success. There cost and result are immediately apparent. False theories melt away like snowflakes in the sun. The advertising is...
The Best Ads Never Ask Anyone To Buy — They Simply Sell
Remember intelligent people you address are selfish, as we all are (or at least should be). They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in...
How Advertising Laws Are Established
The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved...
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