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Every reader gets something different from a book and every reader, in a sense, completes it in a different way.

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Claude C. Hopkins

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

Action, Amusement, Giving, Long, People
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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

Part, People, Seek, Trying, Writing

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

Advertising, Make, Profitable, Purpose, Sales

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

Answer, Answers, Campaign, Campaigns, Tables, Way

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

Care, People, Remember, Seek, Selfish

Platitudes and generalities roll of the human understanding like water from a duck

Ducks, Human, Roll, Understanding, Water
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