People don't think what they feel, don't say what they think and don't do what they say. - David Ogilvy

It follows that your advertising should consistently project the same image, year after year. This is difficult to achieve, because there are always forces at work to change the advertising

It pays to boil down your strategy to one simple promise and go the whole hog in delivering that promise.

My brother Francis wrote a letter in Greek to the headmasters of private schools, selling cooking stoves. When some wrote back that they could not read Greek, he sent them another letter – in Latin. This produced orders.