People don't buy from clowns.

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

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value

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

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

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.