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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
Genius
Taking
Pain
Art
Writing
Pains

More quotes by Claude C. Hopkins

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We cannot go after thousands of men until we learn how to win one.
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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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The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Never be led in new paths by the blind
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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 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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A man coined to superlative must expect that his every statement will be taken with some caution
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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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Address the people you seek, and them only
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The time has come when advertising has in some hands reached the status of a science.
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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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If a claim is worth making, make it in the most impressive way.
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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
Claude C. Hopkins