15/02/2017
Some valuable thoughts from Claude C. Hopkins (“Uncle Claude”) about Headlines:
“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 hope to interest. He cannot pick them out”
But advertising can pick them out, The purpose of a headline is to pick out people you can interest.
So advertising and personal salesmanship complement each other