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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
Taken
Must
Superlative
Writing
Superlatives
Every
Coined
Men
Caution
Statement
Statements
Expect

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We cannot go after thousands of men until we learn how to win one.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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This is no lazy mans field
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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Never be led in new paths by the blind
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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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Genius is the art of taking pains
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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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Address the people you seek, and them only
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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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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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If a claim is worth making, make it in the most impressive way.
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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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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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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 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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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
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