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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
Use
Reasonably
Tell
Claim
Stories
Gain
Writing
Claims
Complete
Attention
Story
Advertisement
Whatever
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More quotes by Claude C. Hopkins

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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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Impressive claims are made far more impressive by making them exact
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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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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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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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The time has come when advertising has in some hands reached the status of a science.
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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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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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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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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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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Picture what others wish to be, not what they may be now
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Address the people you seek, and them only
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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 man who wins out and survives does so only because of superior science and strategy.
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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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