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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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The time has come when advertising has in some hands reached the status of a science.
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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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If a claim is worth making, make it in the most impressive way.
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action
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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.
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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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We cannot go after thousands of men until we learn how to win one.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Genius is the art of taking pains
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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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Address the people you seek, and them only
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Picture what others wish to be, not what they may be now
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