In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

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

What you have suffered after you have healed will make perfect sense. You will be able to smile at how you overcome the tears of pain.

Sometimes a man must throw caution to the wind.

Objects in the mirror are closer than they appear so don't look and they'll stay farther away than you expect they would.

I've always been in the right place and time. Of course, I steered myself there.

People who describe culture and values and how people behave - I've heard people refer to it as 'the soft stuff'-they often underestimate its importance. The soft stuff actually is the hard stuff.

Almost every profession has an outstanding training ground. The military has West Point, music has Juilliard, and the culinary arts has The Institute.

Everyone visualizes whether he knows it or not. Visualizing is the great secret of success.

Actually, my first literary heroes were the Romantic poets, so I began to get serious by writing poems. I have notebooks full of them that I cherish but am afraid to look at.

The translation process becomes a highly subjective thing - turning reds and blues into black-and-whiteness. It's really bizarre for me.

Those who say that life is worth living at any cost have already written an epitaph of infamy, for there is no cause and no person that they will not betray to stay alive.