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Curiosity is one of the strongest human incentives

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Humans
Incentives
Strongest
Curiosity
Customers
Human

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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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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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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
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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The man who wins out and survives does so only because of superior science and strategy.
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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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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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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
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If a claim is worth making, make it in the most impressive way.
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We cannot go after thousands of men until we learn how to win one.
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Address the people you seek, and them only
Claude C. Hopkins