Genius is the art of taking pains

This is no lazy mans field

Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.

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

The advertising man who spares the midnight oil will never get very far.

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