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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
Show
Justification
Shows
Advertising
Littles
Test
Little
Tests
Might
Merely
Without
National
Presumed
Done
Pay
Multiply
Way
Return
Returns

More quotes by Claude C. Hopkins

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Picture what others wish to be, not what they may be now
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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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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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 man who wins out and survives does so only because of superior science and strategy.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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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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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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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Address the people you seek, and them only
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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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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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