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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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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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Never be led in new paths by the blind
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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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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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We cannot go after thousands of men until we learn how to win one.
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The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
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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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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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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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 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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If a claim is worth making, make it in the most impressive way.
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
Claude C. Hopkins
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The man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
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Picture what others wish to be, not what they may be now
Claude C. Hopkins
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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.
Claude C. Hopkins
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A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins