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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

Claude C. Hopkins

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

More quotes by Claude C. Hopkins

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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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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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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 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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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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A man coined to superlative must expect that his every statement will be taken with some caution
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Impressive claims are made far more impressive by making them exact
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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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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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Curiosity is one of the strongest human incentives
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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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 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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Never be led in new paths by the blind
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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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Genius is the art of taking pains
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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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If a claim is worth making, make it in the most impressive way.
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Picture what others wish to be, not what they may be now
Claude C. Hopkins