Avery

“It is a very shrewd thing to watch the development of a popular trend, the creation of new desires. Then at the right time offer to satisfy those desires.”
― Claude C. Hopkins, Scientific Advertising: Complete and Unabridged

“These are all common principles of salesmanship. The most ignorant peddler applies them. Yet the salesman-in-print very often forgets them. He talks about his interest. He blazons a name, as though that was of importance. His phrase is, “Drive people to the stores,” and that is his attitude in everything he says. People can be coaxed but not driven. Whatever they do they do to please themselves. Many fewer mistakes would be made in advertising if these facts were never forgotten.”
― Claude C. Hopkins, Scientific Advertising

“Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.”
― David Ogilvy, Ogilvy on Advertising

“Information is power. But like all power, there are those who want to keep it for themselves.”
― Aaron Swartz