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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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Curiosity is one of the strongest human incentives
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The man who wins out and survives does so only because of superior science and strategy.
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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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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 only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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Platitudes and generalities roll off the human understanding like water from a duck.
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Never be led in new paths by the blind
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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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Don't, to gain general and useless attention, sacrifice the attention that you want
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Picture what others wish to be, not what they may be now
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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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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Impressive claims are made far more impressive by making them exact
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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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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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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
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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.
Claude C. Hopkins