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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
Firsts
Picks
Jones
First
Talk
Headlines
Right
Attention
Hey
Thing
Interest
Crowd
People
Purpose
Bill
Wish
Crowds
Advertisement
Someone
Bills
Headline
Persons
Pick
Advertisements

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This is no lazy mans field
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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We cannot go after thousands of men until we learn how to win one.
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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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Genius is the art of taking pains
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Impressive claims are made far more impressive by making them exact
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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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If a claim is worth making, make it in the most impressive way.
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Curiosity is one of the strongest human incentives
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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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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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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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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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The man who wins out and survives does so only because of superior science and strategy.
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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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