Curiosity is one of the strongest human incentives

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

Address the people you seek, and them only

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

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

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

On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick