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

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.

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

I am telling you what I know—words have music and if you are a musician you will write to hear them.

Don't give me songs, give me something to sing about!

I’ve got to stop this. Stop worrying about the why. Stop forcing what was happening into the realm of impossible. Stop hiding behind excuses. Stop being afraid to step out on faith.

Julian Assange, the WikiLeaks founder, has on several occasions talked about transparency as an absolute principle. I don't personally believe that.

It is the unseen, unforgettable, ultimate accessory of fashion that heralds your arrival and prolongs your departure.

Oh, a bookshop. Why not pop in and buy a little Kant? And perhaps just a quarter-pound of Kafka. Don't bother to wrap it, thanks. I'll eat it here.

Eventually, the Gray Man thought, if he resisted using it for long enough, he himself might forget his own name, and became someone else entirely.

If you wish to be brothers, drop your weapons.

We gain so much by quickness, and lose so much by slowness.

There is a time to live, a time to die, a time to laugh, and at no time are the three of them very far apart.