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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Great
Worth
Writing
Deals
Millions
Name
Precedes
Names
Selection
Often
Dollars
Tell
Research
Stories
Deal

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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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The time has come when advertising has in some hands reached the status of a science.
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Picture what others wish to be, not what they may be now
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The man who wins out and survives does so only because of superior science and strategy.
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Platitudes and generalities roll off the human understanding like water from a duck.
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We cannot go after thousands of men until we learn how to win one.
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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This is no lazy mans field
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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 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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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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Address the people you seek, and them only
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Impressive claims are made far more impressive by making them exact
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