Make your copy straightforward to read, understand and use. Use easy words; those that are used for everyday speech. Use phrases that are not too imprecise and very understandable. Do not be too stuffy; remove pompous words and substitute them with plain words. Minimize complicated gimmicks and constructions. If you can't give the data directly and briefly, you must consider writing the copy again.

The key to all of life is understanding how to add value to others.

If you're attacking your market from multiple positions and your competition isn't, you have all the advantage and it will show up in your increased success and income.

Sell the benefit, not your company or the product. People buy results, not features.

The key of all life is value. Value is not what you get, it's what you give.

Companies thrive on the basis of the stories they tell.

As soon as you open your mind to doing things differently, the doors of opportunity practically fly off their hinges.