No advertiser could afford to educate people on vitamins or germicides. Such things are done by authorities, through countless columns of unpaid-for space. But great successes have been made by going to people already educated and satisfying their created wants. (p.24)
An article, for instance, may have many uses, one of which is to prevent disease. Prevention is not a popular subject, however much it should be. People will do much to cure trouble, but people in general will do little to prevent it. This has been proved my many disappointments. (p.25)
( Claude C Hopkins – Scientific Advertising )
