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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
Express
Salesmanship
Able
Convincingly
Must
Oratory
Briefly
Qualifications
Salesman
Literary
Clearly

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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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Never be led in new paths by the blind
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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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Picture what others wish to be, not what they may be now
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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 purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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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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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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The man who wins out and survives does so only because of superior science and strategy.
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Impressive claims are made far more impressive by making them exact
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Curiosity is one of the strongest human incentives
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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 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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Genius is the art of taking pains
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Address the people you seek, and them only
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We cannot go after thousands of men until we learn how to win one.
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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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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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