if you want to be a top notch marketing man, you have to know how it is. How it really is. Not how people (or you) wish it was or how they think it is. No. You must become a "student of reality."

the lesson is that when you get stuck or emotionally jammed up one of the ways to get yourself unclogged and flowing again is just to keep moving. Run. Walk. Jog. Write. Do the dishes. Or whatever. But don't sit around waiting for a flash from Heaven.

You can learn to respect yourself by creating your own moral code and standing by it.

The very first thing you must come to realize is that you must become a "student of markets." Not products. Not techniques. Not copywriting.

What I am doing, Bond, by all this writing and road work is that I am "clearing the deck" and getting (in so far as possible) this garbage out of my system so that my strategic decisions and my future letters and ideas will be clear! Please remember this word: HALT. HALT stands for hungry, angry, lonely, and tired, and you should never make a

But be careful. You want to know what people actually DO buy, not what they SAY they buy.

grabber" in a relevant way that makes sense. Now, if I were to continue writing this letter, I would use words that would make my reader "picture with pleasure" that beach in his mind. Before I was finished, he would be able to feel the sand in his toes, smell the fresh tang of the salt air, drink in the stars with his eyes and feel the warm

truth, my good son, can be determined NOT by how people use their mouths, but rather, how they use their wallets.

Letter Book by Robert Collier.