Claude C. Hopkins Quotes
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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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Curiosity is one of the strongest human incentives.
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Ads are planned and written with some utterly wrong conception. They are written to please their seller. The interest of the buyer is forgotten.
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Don't think of people in the mass. This gives you a blurred view.
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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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Advertising is much like war, minus the venom.
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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.
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Genius is the art of taking pains.
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The weight of an argument may often be multiplied by making it specific.
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The right name is an advertisement in itself.
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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 utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.
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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 product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it.
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If a claim is worth making, make it in the most specific way.
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Never be led in new paths by the blind.
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Names that tell stories have been worth millions of dollars. So a great deal of research often proceeds the selection of a name.
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This is no lazy mans field.
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A man coined to superlative must expect that his every statement will be taken with some caution.
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The time has come when advertising in some hands has reached the status of a science.
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People don't buy from clowns.
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Don't, to gain general and useless attention, sacrifice the attention that you want.
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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.