Changing people's habits is very expensive

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

Understanding the true nature of things, or seeing things as they really are, is the ground of wisdom.

Old friend, ' said Cadvan, filling another glass for himself and sniffing its rich smell. 'If we do not trust one another, we are already defeated.

The man who cannot obey God cannot say that he loves or trusts his Master. If God knows best then how dare we interfere with His will?

I don't know why they call it life, it's just a moment with memories.

If an animal does something, we call it instinct. If we do the same thing for the same reason, we call it intelligence.

In exile, I have tried to profit by the past and prepare for the future.

A lot of people in government don't really read books at all.

I always think the toughest commentary is on a bad goalless draw. If I were assessing a young commentator, I would rate him on a game where nothing is happening.

There must be an authority, and we believe that the most qualified authority in a household is the man's.