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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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Giving
Subjects
Long
Reader
Reads
People
Short
Ads
Interest
Amusement
Action
Readers
Give
Customers
Take
Interests
Enough
Subject

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
Claude C. Hopkins
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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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This is no lazy mans field
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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 man who wins out and survives does so only because of superior science and strategy.
Claude C. Hopkins
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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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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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Impressive claims are made far more impressive by making them exact
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Curiosity is one of the strongest human incentives
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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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If a claim is worth making, make it in the most impressive 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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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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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
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Never be led in new paths by the blind
Claude C. Hopkins
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Claude C. Hopkins