One might as well try to ride two horses moving in different directions, as to try to maintain in equal force two opposing or contradictory sets of desires.

Everything in God's store is on the bottom shelf...you have to get on your knees to get it.

Study your reader first - your product second. If you understand his reactions, and present those phases of your product that relate to his needs, then you cannot help but write a good letter.

All riches have their origin in mind. Wealth is in ideas - not money.

If you procrastinate when faced with a big difficult problem... break the problem into parts, and handle one part at a time.

Playing safe is probably the most unsafe thing in the world. You cannot stand still. You must go forward.

The headline of an advertisement accounts for 60% of the pull of that ad. In the same way, the start of a letter makes or breaks the letter, because if the start does not interest your reader, he never gets down to the rest of your letter.