Quote

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.

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Men
Results
Credit
Tonic
Like
Secret
Brought
Thrives
Business
Fate
Pays
Others
Evidence
Thrive
Must
Failure
Believes
Great
Pay
Dues
Facie
Believe
Gets
Advertising
Prima
Good
Takes
Otherwise
Endorsed

More quotes by Claude C. Hopkins

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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
Claude C. Hopkins
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
Claude C. Hopkins
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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
Claude C. Hopkins
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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Claude C. Hopkins
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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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Impressive claims are made far more impressive by making them exact
Claude C. Hopkins
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Claude C. Hopkins
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Picture what others wish to be, not what they may be now
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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
Claude C. Hopkins
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
Claude C. Hopkins
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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.
Claude C. Hopkins
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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
Claude C. Hopkins
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A man coined to superlative must expect that his every statement will be taken with some caution
Claude C. Hopkins
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Never be led in new paths by the blind
Claude C. Hopkins
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Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
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Genius is the art of taking pains
Claude C. Hopkins
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If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
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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
Claude C. Hopkins
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The time has come when advertising has in some hands reached the status of a science.
Claude C. Hopkins