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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
Lines
Stick
Making
Advertising
Often
Permanent
Recommendations
Doe
Sticks
Sale
Without
Customers
Convert
Much
Conviction
Sales
Made
Likely
Casual
People
Bring
Count
More quotes by Claude C. Hopkins
If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
Never be led in new paths by the blind
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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
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
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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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Genius is the art of taking pains
Claude C. Hopkins
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
Impressive claims are made far more impressive by making them exact
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
Address the people you seek, and them only
Claude C. Hopkins
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
Claude C. Hopkins
Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
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
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
Claude C. Hopkins
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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
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
One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
