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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Making
Advertising
Recommendations
Often
Permanent
Sale
Doe
Sticks
Convert
Without
Customers
Sales
Much
Conviction
Made
Likely
Casual
People
Bring
Count
Lines
Stick
More quotes by Claude C. Hopkins
Picture what others wish to be, not what they may be now
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins
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
Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
We cannot go after thousands of men until we learn how to win one.
Claude C. Hopkins
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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
Claude C. Hopkins
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
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
Claude C. Hopkins
This is no lazy mans field
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The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
Address the people you seek, and them only
Claude C. Hopkins
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins
Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
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
If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
