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

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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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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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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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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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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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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 man who wins out and survives does so only because of superior science and strategy.
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Curiosity is one of the strongest human incentives
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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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Address the people you seek, and them only
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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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Picture what others wish to be, not what they may be now
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Genius is the art of taking pains
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The time has come when advertising has in some hands reached the status of a science.
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Impressive claims are made far more impressive by making them exact
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Never be led in new paths by the blind
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