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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

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
Bills
Headline
Persons
Pick
Advertisements
Firsts
Picks
Jones
First
Talk
Headlines
Right
Attention
Hey
Thing
Interest
Crowd
People
Purpose
Bill
Wish
Crowds
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More quotes by Claude C. Hopkins

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Address the people you seek, and them only
Claude C. Hopkins
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Picture what others wish to be, not what they may be now
Claude C. Hopkins
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Don't, to gain general and useless attention, sacrifice the attention that you want
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
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A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins
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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.
Claude C. Hopkins
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Impressive claims are made far more impressive by making them exact
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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The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins
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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.
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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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
Claude C. Hopkins
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Never be led in new paths by the blind
Claude C. Hopkins
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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.
Claude C. Hopkins
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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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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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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.
Claude C. Hopkins
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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Platitudes and generalities roll off the human understanding like water from a duck.
Claude C. Hopkins