The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

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

Be stronger than your excuses.

Why waste your strength envying and hating instead of loving?

Reality is a construct of the neurons.

No one can be your sun, moon, or stars until you have your own world.

Becoming an empathetic listener helps you to better understand how another person feels and why they communicate as they do.

Love and knowledge led upwards to the heavens.

Perception is a wave. You change as your perception of something changes because you define yourself as a reflection of whatever you happen to perceive.

Millions of mind guerrillas, raising the spirit of peace and love, not war.

In general, organizations are afraid to fire customers, no matter how unreasonable. This is a mistake. It's good for you.

Modern dancers should be doing things no one else is doing, and it should come from the gut.