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Impressive claims are made far more impressive by making them exact

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
Making
Made
Impressive
Exact
Advertising

More quotes by 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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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 time has come when advertising has in some hands reached the status of a science.
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We cannot go after thousands of men until we learn how to win one.
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Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
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If a claim is worth making, make it in the most impressive way.
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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
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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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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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Address the people you seek, and them only
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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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Genius is the art of taking pains
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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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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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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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A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins
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This is no lazy mans field
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