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Platitudes and generalities roll off the human understanding like water from a duck.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Like
Duck
Ducks
Roll
Advertising
Understanding
Water
Human
Platitudes
Humans
Generalities

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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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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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Picture what others wish to be, not what they may be now
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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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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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The time has come when advertising has in some hands reached the status of a science.
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Impressive claims are made far more impressive by making them exact
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Never be led in new paths by the blind
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The man who wins out and survives does so only because of superior science and strategy.
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If a claim is worth making, make it in the most impressive way.
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Genius is the art of taking pains
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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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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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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Address the people you seek, and them only
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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
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This is no lazy mans field
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