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

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The time has come when advertising has in some hands reached the status of a science.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Address the people you seek, and them only
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Curiosity is one of the strongest human incentives
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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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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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Never be led in new paths by the blind
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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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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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This is no lazy mans field
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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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Picture what others wish to be, not what they may be now
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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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