The weight of an argument may often be multiplied by making it specific

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

Men love pleasure, but women wish for purposeful promise.

How long you been in the infantry, sir? Anything under ten miles counts as 'almost there'.

[It is not] the poet's business to use verse as an advanced form of rhetoric, nor to give to political statements the aura of eternal truth.

If you make more appointments with quality people, you will have less disappointments with non-quality people.

My wife says I'm much happier when I'm not a regular on a TV show.

With photography, I like to leave a lot of the story, even to myself.

My advice if you insist on slimming: Eat as much as you like - just don't swallow it.

Gratitude is a fool's word; we find it in the dictionary, but it is not in the heart of man.

If I live by illusions, you live by excuses.

I hate race discrimination most intensely and in all its manifestations. I have fought it all during my life; I fight it now, and will do so until the end of my days.