It follows that unless your headline sells your product, you have wasted 90 percent of your money.

Lazy and superficial men and women do not produce superior work.

The more story-appeal there is in the picture or in the photograph, the more people would look at your ad

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

The only marketers who know what the hell they're doing are those who have worked in sales

The worst fault a salesman can commit is to be a bore. Foster any attempt to talk about other things; the longer you stay the better you get to know the prospect, and the more you will be trusted.

People who think well, write well