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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.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Must
Oratory
Briefly
Qualifications
Salesman
Literary
Clearly
Express
Salesmanship
Able
Convincingly

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Impressive claims are made far more impressive by making them exact
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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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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Genius is the art of taking pains
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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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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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Curiosity is one of the strongest human incentives
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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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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 time has come when advertising has in some hands reached the status of a science.
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This is no lazy mans field
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Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
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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 man who wins out and survives does so only because of superior science and strategy.
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We cannot go after thousands of men until we learn how to win one.
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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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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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