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The time has come when advertising has in some hands reached the status of a science.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Time
Status
Reached
Advertising
Business
Science
Hands
Come

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The man who wins out and survives does so only because of superior science and strategy.
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This is no lazy mans field
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Address the people you seek, and them only
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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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If a claim is worth making, make it in the most impressive way.
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring
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No generality has any weight whatever. It is like saying how do you do? When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value
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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
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Never be led in new paths by the blind
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Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way
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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Curiosity is one of the strongest human incentives
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Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
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Picture what others wish to be, not what they may be now
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