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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Someone
Reader
May
Level
Best
Listen
Every
Lose
Never
Levels
Ads
Would
Willing
Dealing
Loses
Customers
Else
Interested

More quotes by 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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Picture what others wish to be, not what they may be now
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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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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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Address the people you seek, and them only
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This is no lazy mans field
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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A man coined to superlative must expect that his every statement will be taken with some caution
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Impressive claims are made far more impressive by making them exact
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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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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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Never be led in new paths by the blind
Claude C. Hopkins
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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We cannot go after thousands of men until we learn how to win one.
Claude C. Hopkins
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins
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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins