The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

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

The man who wins out and survives does so only because of superior science and strategy.

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

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