Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of them in your customers.

There is your audience. There is the language. There are the words that they use.

No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.

This is the copywriters task: not to create mass desire — but to channel and direct it.

The greatest mistake marketers make is trying to create demand.

Danger is the snack food of a true sleuth.

...she stood beside him, sagging in his arms, abandoning herself to anything he wished, in open acknowledgment of his power to reduce her to helplessness by the pleasure he had the power to give her.

At 50 you're more confident, more comfortable in your skin and you don't put up with nonsense, especially from men.

The unhappy of all men is he who believes himself to be so.

You entered a marathon with hills? You idiot.

Both teams are making mistakes. Florida's making these itsy-bitsy little ones, and Tennessee is making huge, gigantic mistakes.

The most important issue of the 21st century will be the condition of the global environment.

I was not naturally intellectual, but somebody whose interest had to be whetted, still the case sadly.

Where we see self esteem, we see self acceptance. High self esteem individual tend to avoid falling into an adversarial relationship with themselves.

In the voice of mirth there may be excitement, but in the tones of mourning there is consolation.