Changing people's habits is very expensive

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

Advertising is much like war, minus the venom

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

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

Impressive claims are made far more impressive by making them exact

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject