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Address the people you seek, and them only

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
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More quotes by Claude C. Hopkins

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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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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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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
Claude C. Hopkins
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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
Claude C. Hopkins
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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
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We cannot go after thousands of men until we learn how to win one.
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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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.
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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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
Claude C. Hopkins
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Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins
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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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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
Claude C. Hopkins
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Impressive claims are made far more impressive by making them exact
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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If a claim is worth making, make it in the most impressive way.
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
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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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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
Claude C. Hopkins
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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
Claude C. Hopkins