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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Courses
Cheapest
Course
Directs
Knowledge
Safest
Shortest
Compass
Destination
Accurate
Advertising

More quotes by 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
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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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This is no lazy mans field
Claude C. Hopkins
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Address the people you seek, and them only
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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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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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
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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Picture what others wish to be, not what they may be now
Claude C. Hopkins
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
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Curiosity is one of the strongest human incentives
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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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
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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Never be led in new paths by the blind
Claude C. Hopkins