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

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

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

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

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

Changing people's habits is very expensive