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

Picture what others wish to be, not what they may be now

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

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

Don't think of people in the mass. That gives you a blurred view.

If a claim is worth making, make it in the most impressive way.

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest