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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
Nature
Respects
Today
Enduring
Human
Perpetual
Humans
Psychology
Time
Fixed
Customers
Endure
Principles
Caesar

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Don't, to gain general and useless attention, sacrifice the attention that you want
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The time has come when advertising has in some hands reached the status of a science.
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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 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 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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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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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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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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This is no lazy mans field
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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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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A man coined to superlative must expect that his every statement will be taken with some caution
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We cannot go after thousands of men until we learn how to win one.
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Never be led in new paths by the blind
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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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