People don't trade money for things when they value their money more highly than they value the things.

No trade will be made unless they want the thing more than they want their money.

The best ads are about the customer and how the product will change his life.

Rescuing people from the results of their own foolishness is really what customers service is all about. Customers rarely obey the rules. They expect you to rescue them whenever they do something stupid. Will you be a “rescuer,” known far and wide for customer service, or will you steadfastly insist that your customers follow the proper procedures?

Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.

Referring to an event in an untold story is a powerful technique rarely used.