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Genius is the art of taking pains

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Pain
Art
Writing
Pains
Genius
Taking

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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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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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A man coined to superlative must expect that his every statement will be taken with some caution
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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The man who wins out and survives does so only because of superior science and strategy.
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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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Platitudes and generalities roll off the human understanding like water from a duck.
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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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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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This is no lazy mans field
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The time has come when advertising has in some hands reached the status of a science.
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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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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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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Don't, to gain general and useless attention, sacrifice the attention that you want
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Impressive claims are made far more impressive by making them exact
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Address the people you seek, and them only
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Never be led in new paths by the blind
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