Claude C. Hopkins Quotes About Advertising
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If a claim is worth making, make it in the most impressive way.
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Don't, to gain general and useless attention, sacrifice the attention that you want
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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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Impressive claims are made far more impressive by making them exact
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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 weight of an argument may often be multiplied by making it specific
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The time has come when advertising has in some hands reached the status of a science.
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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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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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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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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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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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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 off the human understanding like water from a duck.
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The advertising man who spares the midnight oil will never get very far.
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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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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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People don't buy from clowns.
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This is no lazy mans field
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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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