Platitudes and generalities roll off the human understanding like water from a duck.

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

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

Everybody's damaged by something.

In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.

Pain and suffering that are not transformed are usually projected onto others.

I lie there for a while in the dusk, then make a decision, little knowing how it will affect every facet of my life and fiber of my being for the rest of my life: I say no to shame.

I do not believe a man can ever leave his business. He ought to think of it by day and dream of it by night.

Conflict is neither good nor bad. Properly managed, it is absolutely vital.

The Bible is the place where God bears His soul.

Takes more than combat boots to make a man.

The Government has already U-turned today and I think the pressure is clearly growing for proper accountability over what this Government's negotiating position is on Brexit.