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

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

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

A man coined to superlative must expect that his every statement will be taken with some caution

The time has come when advertising has in some hands reached the status of a science.

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

We cannot go after thousands of men until we learn how to win one.