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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
Best
Listen
Every
Lose
Never
Levels
Ads
Would
Willing
Dealing
Loses
Customers
Else
Interested
Someone
Reader
May
Level

More quotes by Claude C. Hopkins

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Platitudes and generalities roll off the human understanding like water from a duck.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
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Genius is the art of taking pains
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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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Impressive claims are made far more impressive by making them exact
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If a claim is worth making, make it in the most impressive way.
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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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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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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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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The man who wins out and survives does so only because of superior science and strategy.
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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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Curiosity is one of the strongest human incentives
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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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