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

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

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

Address the people you seek, and them only

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

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

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