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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Human
Perpetual
Humans
Psychology
Time
Fixed
Customers
Endure
Principles
Caesar
Nature
Respects
Today
Enduring

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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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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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Curiosity is one of the strongest human incentives
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Genius is the art of taking pains
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We cannot go after thousands of men until we learn how to win one.
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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Never be led in new paths by the blind
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Address the people you seek, and them only
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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