By Claude C. Hopkins and Troy S. Laughren

© 2005 Troy S. Laughren All Rights Reserved
No part of this 2005 version May be reproduced in any form.

To attack a rival is never good advertising or good business.  Don't point out others' faults.  It is not permitted in the better mediums and it is never a good policy.  The selfish purpose is apparent.  It looks self-serving not sporty.  All people dislike critics, always appear as a good fellow.

Show a bright side, the happy and attractive side, not the dark and uninviting side of things.  Show beauty, not homeliness; health, not sickness.  Don't show the wrinkles you propose to remove, but the face as it will appear.  Your customers already know all about the wrinkles.

In advertising a dentist office, show pretty teeth, not bad teeth.  Talk of future good conditions, not conditions which already exist.  In advertising clothes, picture well-dressed people, not the shabby.  Picture successful men, not failures, when you advertise a business course.  Picture what others wish to be, not what they may be now. No one likes being reminded of our faults.

We are attracted by sunshine, beauty, happiness, health, success.  Point the readers the way to them, not to the way of darkness.

Picture envied people, not the envious.

Tell people what to do, not what to avoid.

Make your every ad breathe good cheer.  We always want to move away from depressing thoughts.

Assume that people will do what you ask.  Say, "Send now for this sample." Don't say, "Why do you neglect this offer?" That suggests that people are neglecting.  Invite them to follow the crowd.

Compare the results of two ads, one negative, one positive. One presenting the dark side, one the bright side.  One warning, the other inviting.  You will be surprised.  You will find that the positive ad out pulls the other 4 to 1 or more.