A man coined to superlative must expect that his every statement will be taken with some caution

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

Every book I've read appears in my writing.

The great must submit to the dominion of prudence and of virtue, or none will long submit to the dominion of the great.

changing horses doesn't mean the ride'll get any better!

Assurance encourateth us in our combat; it delivers us not from it. We may have peace with God when we have done from the assaults of Satan.

I really like putting the kids to bed. Everyone is cozy and snuggly. Nobody is giving anyone a hard time, and everybody reads.

There are lot memories to take home but the most emotional moment has been when I was touching down in New Delhi. Tears rolled down when I saw the red soil in Delhi from the plane.

You've got to be a good date for the reader.

Humanism was not invented by man, but by a snake who suggested that the quest for autonomy might be a good idea.

That man has reached immortality who is disturbed by nothing material.