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Picture what others wish to be, not what they may be now

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Picture
Wish
Others
May

More quotes by Claude C. Hopkins

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If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
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Impressive claims are made far more impressive by making them exact
Claude C. Hopkins
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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
Claude C. Hopkins
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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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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
Claude C. Hopkins
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The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
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A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins
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Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader
Claude C. Hopkins
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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins
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Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
Claude C. Hopkins
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Curiosity is one of the strongest human incentives
Claude C. Hopkins
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Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
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Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.
Claude C. Hopkins
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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
Claude C. Hopkins
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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Claude C. Hopkins
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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.
Claude C. Hopkins
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We cannot go after thousands of men until we learn how to win one.
Claude C. Hopkins
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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
Claude C. Hopkins
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Advertising is prima facie evidence that the man who pays believes that advertising is good. It has brought great results to others, it must be good for him. So he takes it like some secret tonic which others have endorsed. If the business thrives, the tonic gets the credit. Otherwise, the failure is due to fate.
Claude C. Hopkins