Joseph Sugarman quotes:

If you follow only one rule, let it be this one: Be yourself. The really strong boy-girl relationships are based on what people really are, not on what they pretend to be. Each time you are honest and conduct yourself with honesty, a success force will drive you toward greater success. Each time you lie, even with a little white lie, there are strong forces pushing you toward failure.

Everybody saw my successful advertising and thought I was a big success. But, behind those successes were several failures that I had to learn from before I made it. I've always looked at failure as just another step you need to take to reach success.

You must become an expert on a product, service or anything you write about to really be effective.

All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

View every problem as an opportunity...

Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem.

Not many people are willing to give failure a second opportunity. They fail once and it is all over. The bitter pill of failure is often more than most people can handle. If you are willing to accept failure and learn from it, if you are willing to consider failure as a blessing in disguise and bounce back, you have got the essential of harnessing one of the most powerful success forces.

Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.

You sell on emotion, but you justify a purchase with logic.

If it is your assignment to write copy for a product or service that you really don't have a feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her.

What you focus on expands.