One may gain attention by wearing a fools cap. But he would ruin his selling prospects

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

Stars, everywhere. So many stars that I could not for the life meunderstand how the sky could contain them all yet be so black.

When I was still a rather precocious young man, I already realized most vividly the futility of the hopes and aspirations that most men pursue throughout their lives.

Be aware that a halo has to fall only a few inches to be a noose.

I want to be respected as an actor. There's my ego. But I don't have a great need to be liked by an audience.

It is the greatest of all advantages to enjoy no advantage at all.

The American idea of racial progress is measured by how fast I become white.

I have lived so long because in those moments when I am dancing, I am beyond time and space.

Men are men and women are women, but the men are dumber than the women, usually.

The past is always attractive because it is drained of fear.

If you are recording, you are recording. I don't believe there is such a thing as a demo or a temporary vocal.