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If a claim is worth making, make it in the most impressive way.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Claims
Worth
Making
Way
Make
Impressive
Claim
Advertising

More quotes by 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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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Claude C. Hopkins
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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
Claude C. Hopkins
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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
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Never be led in new paths by the blind
Claude C. Hopkins
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The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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
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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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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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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Genius is the art of taking pains
Claude C. Hopkins
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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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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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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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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
Claude C. Hopkins
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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.
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