If you want the truth to prevail, you must cause people to realize the truth. This requires much more skill than is required to simply tell it.

The value of an item—in the mind of a consumer—is simply the difference between the anticipated price and the price on the tag.

The first step in persuasion is to entice your target to imagine doing the thing you want them to do.

Passion doesn't create commitment; commitment creates passion. To what are you committed?

Strings of gravity vibrate at a different frequency than strings of light.

Most ads are ignored because every customer has a mental filter that evaluates and dismisses both of these languages of Ad-Speak with a single question: What are they not telling me?

If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough.