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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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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Statement
Statements
Expect
Taken
Must
Superlative
Writing
Superlatives
Every
Coined
Men
Caution
More quotes by Claude C. Hopkins
Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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Never be led in new paths by the blind
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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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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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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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Picture what others wish to be, not what they may be now
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We cannot go after thousands of men until we learn how to win one.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Curiosity is one of the strongest human incentives
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Impressive claims are made far more impressive by making them exact
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