Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.

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.

The most powerful element in advertising is the truth.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Hell didn't make me a monster. It just confirmed all my worst fears about myself.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.