Address the people you seek, and them only

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

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

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

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

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

Curiosity is one of the strongest human incentives

The man who wins out and survives does so only because of superior science and strategy.

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

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

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

I won’t have you calling me Miss Tuttle. That’s what the doc calls me. And the lady at the bank. One takes my temperature and the other my money. Friends don’t take anything—they give.

Wealth mostly ignored the real reality.

Didn’t we all grow up understanding that bribes and payoffs - - by whatever name or rationale - - were bad. And that people were supposed to be the focal point of society, not money?

The quarterback must go down, and he must go down hard

Learn all you can from the mistakes of others. You won't have time to make them all yourself.

Often a noble face hides filthy ways.

In order to spur economic growth we need to put the brakes on out of control spending, lower Ohioans tax burden and create a most efficient and effective government.

You can't always be like 'sunshine and roses'. I like a little bit of darkness.

A movie in production is the greatest train set a boy could ever have.

The one thing I know through experience ... is that people don't know why they come to work until they don't have to come to work.