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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Opinions
Many
Time
Advertising
Disaster
Guess
Days
Opinion
Ventured
Wrong
Advertisers
Right
More quotes by Claude C. Hopkins
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Impressive claims are made far more impressive by making them exact
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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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Picture what others wish to be, not what they may be now
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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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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Never be led in new paths by the blind
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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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This is no lazy mans field
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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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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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We cannot go after thousands of men until we learn how to win one.
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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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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
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
Curiosity is one of the strongest human incentives
Claude C. Hopkins