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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
Doe
Sticks
Sale
Without
Customers
Convert
Much
Conviction
Sales
Made
Likely
Casual
People
Bring
Count
Lines
Stick
Making
Advertising
Often
Permanent
Recommendations

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Genius is the art of taking pains
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The time has come when advertising has in some hands reached the status of a science.
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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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Impressive claims are made far more impressive by making them exact
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If a claim is worth making, make it in the most impressive way.
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We cannot go after thousands of men until we learn how to win one.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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.
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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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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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.
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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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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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