The advertising man who spares the midnight oil will never get very far.

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

the purpose of life is the life of purpose

Sometimes hope is like wearing someone else’s coat. You know it can shield and protect you, just as it did them, but it still doesn’t feel right. You’re just not used to it.

I feel the capacity to care is the thing which gives life its deepest significance.

Most turnarounds don’t turn.

If I need to buy a TV, I'll definitely buy a Japanese TV. A Chinese TV might explode.

Every social organisation which is rooted in life still lasts a long time, even after the conditions from which it drew its strength have changed in a manner unfavourable to it.

The personal needs a base, a body to identify oneself with, just as a colour needs a surface to appear on.

Courage is inseparable from love and leads to what may arguably be the noblest of all warrior virtues: selflessness.

Friends are the flowers in the garden of life.

Let us ask our suppliers to come and help us to solve our problems.