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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Either
Interest
Art
Headline
Great
Journalistic
Writing
Conceal
Headlines
Reveal
Arts

More quotes by Claude C. Hopkins

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Curiosity is one of the strongest human incentives
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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This is no lazy mans field
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Don't, to gain general and useless attention, sacrifice the attention that you want
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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Impressive claims are made far more impressive by making them exact
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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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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
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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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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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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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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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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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Genius is the art of taking pains
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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