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

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

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

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

Do not be afraid of what should be afraid of you

A meeting is a collective tacit confession of participants’ unwillingness to work.

The hero is the one who goes beyond his ability to improve his skills, until he becomes able to improve, and perhaps even alter, the skills of others.

When we value correct principles, we have truth - a knowledge of things as they are.

They say I'm the Hottest MC in the Game. If you label me that, I will live up to it. Trust me.

Peace is a natural effect of trade.

When I hear Hillary Clinton talking about what she is planning to do, why hasn't she done it for the last 30 years?

I'm concerned with not ever being fashionable.

The safest way to avoid the world is through art; and the safest way to be linked to the world is through art.

Reform, like charity, must begin at home.