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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Way
Return
Returns
Show
Justification
Shows
Advertising
Littles
Test
Little
Tests
Might
Merely
Without
National
Presumed
Done
Pay
Multiply
More quotes by 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.
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This is no lazy mans field
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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
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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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Curiosity is one of the strongest human incentives
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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
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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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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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Address the people you seek, and them only
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Picture what others wish to be, not what they may be now
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The time has come when advertising has in some hands reached the status of a science.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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
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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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If a claim is worth making, make it in the most impressive way.
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Genius is the art of taking pains
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