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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Plans
Proved
Many
Methods
Long
Established
Conception
Folly
Advertising
Scientific
Conceptions
Method
Altered

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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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
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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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Picture what others wish to be, not what they may be now
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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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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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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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If a claim is worth making, make it in the most impressive way.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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A man coined to superlative must expect that his every statement will be taken with some caution
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Genius is the art of taking pains
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Impressive claims are made far more impressive by making them exact
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Curiosity is one of the strongest human incentives
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