Don't think of people in the mass. That gives you a blurred view.

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

Red hair, sir, in my opinion, is dangerous.

Closed books are like closed eyes—you must open them to see anything.

There is not a lost piece of yourself that can't be found in a good novel.

Gift-wrap the framed artwork on your walls and rehang them - what's nicer than a wall of presents to look at?

Envy is a sign of insecurity, yes; but so is longing to be envied.

Our love is our life itself. What our love is like determines how we live and therefore everything about what we are as human beings.

We penetrated deeper and deeper into the heart of darkness

The ability to produce every necessity of life renders us independent in war as well as in peace.

You’d best ask the lady boffin, sir,” Newkirk said. “Midshipmen aren’t allowed to have opinions.

Come, every frustum longs to be a cone, And every vector dreams of matrices. Hark to the gentle gradient of the breeze: It whispers of a more ergodic zone.