Words ought to be a little wild, for they are the assault of thoughts on the unthinking.
I will preach it, teach it, write it, but I will constrain no one by force, for faith must come freely without compulsion.
Don't think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.
Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one.
The most effective thing I have ever found in advertising is the trend of the crowd.
To make our communications more effective, we need to shift our thinking from 'What information do I need to convey?' to 'What questions do I want my audience to ask?'
The best deceptions are the ones that seem to give the other person a choice.
The only way to influence people is to talk about what they want and show them how to get it.
A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.
