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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
Enough
Subject
Giving
Subjects
Long
Reader
Reads
People
Short
Ads
Interest
Amusement
Action
Readers
Give
Customers
Take
Interests

More quotes by Claude C. Hopkins

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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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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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.
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.
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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Platitudes and generalities roll off the human understanding like water from a duck.
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Address the people you seek, and them only
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The time has come when advertising has in some hands reached the status of a science.
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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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If a claim is worth making, make it in the most impressive way.
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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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Picture what others wish to be, not what they may be now
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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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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
Claude C. Hopkins