“…no matter how assiduous you are, you can’t turn a bad translation into a good one: You can only make it less bad.” – Robert Gottlieb

“The basic approach of positioning is not to create something new and different but to manipulate what’s already up there in the mind, to retie the connections that already exist.” – Al Ries and Jack Trout

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.” – Edward L. Bernays

“Winning can be complicated but there is also a brutally simple side to winning. Napoleon was once asked which armies were the best. He replied, ‘Those which are victorious.’ What more is there to say? We may talk about dozens of metrics but at the end of the day it’s obvious: Win or go home.” – Aldo Papone

“Clarity of language and clarity of thought are inextricably linked.” – George Orwell

“Broadly speaking, short words are the best, and the old ones when short are best of all.” – Winston Churchill

“A’s hire A’s; B’s hire C’s.” – Donald Rumsfeld

“It’s always important to remember that some people succeed in spite of their methods and not because of them.” – Bill Reddin

“Everyone talks about the 80:20 rule (that 80% of sales come from 20% of customers). But in almost every category, that bottom 80% you’re meant to ignore are actually responsible for half of a brand’s sales.” – Tom Morton

“Any copywriter who lacks respect for the great mass of people – the working class – has never lived among them. They’re sharp, fast, funny. They have wide-ranging interests. They’re not at all how most middle-class and upper-class people see them. The irony of it is that middle-class and upper-class people are sheltered – often removed from the realities.” – Tim Delaney

“Producing high-quality content is core to any marketing process.” – Doug Pepper

“I got a great gimmick. Let’s tell the truth.” – Nathan Orbach