Claude C. Hopkins Quotes
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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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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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Platitudes and generalities roll of the human understanding like water from a duck.
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"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make.
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We cannot go after thousands of men until we learn now to win one.
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People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted
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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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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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Address the people you seek, and them only.
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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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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject.
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Whatever claim you use to get attention, the advertisement should tell a story reasonably complete.
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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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Impressive claims are made far more impressive by making them exact.
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Changing people's habits is very expensive.
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The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know.
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Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves.
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Picture what others wish to be, not what they may be now.
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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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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns.
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Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause.
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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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One may gain attention by wearing a fools cap. But he would ruin his selling prospects.
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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.