Never be led in new paths by the blind

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

I think for anyone to become good at something, they have to fail a lot too. And they have to be completely unafraid to fail or they'll never make it to the next level.

You can love people, and you can befriend them, but the only person you can ever one hundred percent depend on is yourself.

Even if you are a minority of one, the truth is the truth.

By adopting the control strategy, the nation's environmental program has created a built-in antagonism between environmental quality and economic growth.

Duty is not collective; it is personal.

Kids, they are always hurting themselves. It's like, "Quick, get me to casualty quick!" while your doing something important like sitting down picking your ear.

I had travelled pretty widely around the world even before then, so I knew where to go to film wildlife.

I'm a big believer in practical and location photography.

A good runner leaves no footprints.

I didn't really buy LPs or go to concerts.