"On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 percent of your money."

"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.”

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

"Constraint inspires creativity."

“The vast majority of products are sold because of the need for love, the fear of shame, the pride of achievement, the drive for recognition, the yearning to feel important, the urge to look attractive, the lust for power, the longing for romance, the need to feel secure, the terror of facing the unknown, the lifelong hunger for self-esteem and so on. Emotions are the fire of human motivation, the combustible force that secretly drives most decisions to buy. When your marketing harnesses those forces correctly you will generate explosive increases in response.”

"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."

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

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

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

“People aren’t interested in you. They’re interested in themselves.”

“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.”