"We have become so accustomed to hearing everyone claim that his product is the best in the world, or the cheapest, that we take all such statements with a grain of salt."

"When I write an advertisement, I don’t want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product."

“AIDA stand for ATTENTION, INTEREST, DESIRE, ACTION. So, to make it clearer your letter should: 1. First, get his attention 2. Second, get him interested 3. Third, make him desire what you are selling 4. Compel him to take whatever action is needed to get whatever it is you are selling.”

“Products are a dime a dozen. They are important, but much less crucial to success than finding a hot market."

“You must always find a market first.... and THEN concentrate on a product!”

“Get yourself a collection of good ads and direct mail pieces and read them aloud and copy them in your own handwriting.”

"Constraint inspires creativity."

"We are what we repeatedly do. Excellence, then, is not an act but a habit."

“It comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much.”