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

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

Psychology is a soft weapon but you can take outmore enemy battalions with leaflets and radio broadcasts than with high explosives.

Let's make something happen to this world.

I prefer my justice to be blind.

sloughing my skin / escaping it's grip / stripped of my wit / it hurts to be me .

Happy the man who ventures boldly to defend what he holds dear.

What the student calls a tragedy the master calls a butterfly.

I started this career because I loved doing houses. I'd done three of my own and I couldn't keep on moving my family all the time, so I decided to decorate other people's homes and buildings.

The oppposite of Love is not Hate - it's apathy.

It has been more profitable for us to bind together in the wrong direction than to be alone in the right one.

Lent stimulates us to let the Word of God penetrate our life and in this way to know the fundamental truth: who we are, where we come from, where we must go, what path we must take in life.