"If you are a gun manufacturer, the product you make is not subject to safety regulation by the Consumer Product Safety Commission. Toy guns are subject to safety regulation; water pistols are, but not real guns."

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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

— William Bernbach