Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

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

Character isn't all about becoming a saint or perfect. No one is perfect! There are areas we all are working on to improve and fine tune..

I have seen what a laugh can do. It can transform almost unbearable tears into something bearable, even hopeful.

I've learned to accept birth and death . . . but sometimes I still worry about what lies between.

It is never right to do wrong in order to get a chance to do right.

Player safety is definitely something that has to be at the top of the list. I think that the union and the NFL are doing all they can to make sure they're protecting the players the best they can.

I'd be the first person to say I can't write dialogue. My dialogue is very utilitarian and is designed to move things forward. I'm not Shakespeare. It's not designed to be poetic.

Cat food. It stinks a bit, but if you don't put up with the smell, the little kitten will die.

I think for everybody reading can be a solace, illumination, education.

I'd rather have people who are enthusiastic about what I'm doing than like, "Well, I thought we were going to a Miley Cyrus concert and now it's a strip show!"

It's like getting into film - I didn't say early on, 'I'm going to become a filmmaker,' 'I'm going to show my work at MoMA.' When you start to think those things, you're in trouble.