"Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to—copy that makes the arguments so convincingly the customer can’t help but want to buy the product being advertised."

Next Quote

President Roosevelt and President Truman and President Eisenhower had the same experience, they all made the effort to get along with the Russians. But every time, finally it failed. And the reason it failed was because the Communists are determined to destroy us, and regardless of what hand of friendship we may hold out or what arguments we may put up, the only thing that will make that decisive difference is the strength of the United States.

— John F. Kennedy