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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Story
Advertisement
Whatever
Advertisements
Use
Reasonably
Tell
Claim
Stories
Gain
Writing
Claims
Complete
Attention

More quotes by Claude C. Hopkins

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The time has come when advertising has in some hands reached the status of a science.
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Platitudes and generalities roll off the human understanding like water from a duck.
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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 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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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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Address the people you seek, and them only
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Curiosity is one of the strongest human incentives
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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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Genius is the art of taking pains
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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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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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This is no lazy mans field
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Never be led in new paths by the blind
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If a claim is worth making, make it in the most impressive way.
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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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The man who wins out and survives does so only because of superior science and strategy.
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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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