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I'll never look down on and I love running into actors who say 'Oh yeah, I did a soap. ' I say 'Tell me which one!' It's like being a member of a secret society.

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Claude C. Hopkins

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

Intention, Taken, Value, Weight, Writing
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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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