Our actions are all that separate our daydreams from our goals.

The risk of insult is the price of clarity. To be clearly understood one must speak the simple, essential truth as plainly as he is able.

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

Everyone is broken a little, I think, and the most broken of all are those who pretend they are not.

In marketing you must choose between boredom, shouting and seduction. Which do you want?

Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.

Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.