Quote

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

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Writing
Wins
Way
Assume
People
Assuming
Merely
Possible
Cheapest
Winning
Province
Interest
Provinces
Nothing
Attract

More quotes by Claude C. Hopkins

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Genius is the art of taking pains
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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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If a claim is worth making, make it in the most impressive way.
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This is no lazy mans field
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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Impressive claims are made far more impressive by making them exact
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We cannot go after thousands of men until we learn how to win one.
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Curiosity is one of the strongest human incentives
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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 only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action
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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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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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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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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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The time has come when advertising has in some hands reached the status of a science.
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