The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

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

If the world stands in between a man and the woman he loves, he will set out to conquer it.

Whenever there is a conflict between pink and blue, let the pink win. Happiness is more important then colors.

You are both the worshipper and the worshipped.

Rocket science has been mythologized all out of proportion to its true difficulty.

This book is dedicated to all those who fell by the airside, for nothing is wasted, and every apparent failure is but a challenge to others.

What is there in a name? It is merely an empty basket, until you put something into it.

Self-pity gets you nowhere. But insight to see that something can be done with the second-bests and adventurous daring to try might be a handle to take hold of.

You don't have a very motivated working class, it starts to affect the dynamics of the economy. If workers are disenchanted and disenfranchised, productivity losses will go along with that.

Love God, and do as you like, say the Free Spirits. Yes; but as long as you like anything contrary to God's will, you do not love Him.

Astrology and all these mystical things are generally signs of a weak mind; therefore as soon as they are becoming prominent in our minds, we should see a physician, take good food, and rest.