Summary : Scientific Advertising – Claude Hopkins

a rule of thumb, prevention is far less popular than cure

be aware of developing trends. Make an offer to fill the needs of people who have become caught up in the new trend

Use pictures like a headline - to interest those people qualified to buy your product or service.
Advertising pictures should not be eccentric but relevant to the task at hand - the sale

Ads should be targeting unconvinced prospects.

once. Therefore, every ad must be self-contained.

Assume that you will only ever manage to catch a person’s attention

General: “Our lamps are brighter.”
Specific: “Our lamps give 33% more light.”
General: “Our prices

A claim is either the truth or a lie. Most people do not expect an advertiser to lie, so definitive statements tend to be accepted at face value.

they can even damage the credibility of any product or service. It is far more effective to make a specific claim.

Platitudes and generalities leave no impression whatsoever. In fact,