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

More quotes by Claude C. Hopkins

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Genius is the art of taking pains
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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We cannot go after thousands of men until we learn how to win one.
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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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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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The time has come when advertising has in some hands reached the status of a science.
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Address the people you seek, and them only
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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 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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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This is no lazy mans field
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If a claim is worth making, make it in the most impressive way.
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Impressive claims are made far more impressive by making them exact
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