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

People don't buy from clowns.

The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action

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

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

Changing people's habits is very expensive

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.