There is your audience. There is the language. There are the words that they use.

No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.

This is the copywriters task: not to create mass desire — but to channel and direct it.

The greatest mistake marketers make is trying to create demand.

Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of them in your customers.

...true wisdom is the skill and practice of death.

If you want to understand what is wrong with stupid people you must be one of them.

I have concluded that we are in a world made by rules created by an intelligence.

It is altogether doubtful whether any man can be saved who comes to Christ for His help with no intention to obey Him.

But no customer is going to buy based on their existing wage structure.

There was something missing In my foundation Why blame the poor walls?

From the child of five to myself is but a step. But from the newborn baby to the child of five is an appalling distance.

Sometimes it's the words we choose not to say that speak most loudly about our character.

We've got to know our history. We have to be able to bring our children to a place that they can be proud of.

As long as there are guns, the individual that wants a gun for a crime is going to have one and going to get it.