The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

Because an appeal makes logical sense is no guarantee that it will work.

You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.

The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.

In advertising, not to be different is virtually suicidal.

Nobody counts the number of ads you run; they just remember the impression you make.