Genius is the art of taking pains

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

Impressive claims are made far more impressive by making them exact

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

Picture what others wish to be, not what they may be now

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

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