The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

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

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

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

Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

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