‘Almost any question can be answered cheaply, quickly, and finally, by a test campaign.  This is the way to answer them, not by arguments around a table.  Go to the court of last resort.  The buyers of your product.’

‘Use short simple words to express your meaning.  Educated readers understand short words just as well as long words, and everyone else understands short words much better.  Even when it is necessary to substitute three or four words for one long word, it is usually wise to do so.’

‘Platitudes and generalities roll off the human understanding like water from a duck.  They leave no impression whatever.  To say ‘Best in the world,’ ‘Lowest price in existence,’ etc. are at best simply claiming the expected.  But superlatives of that sort are usually damaging.  They suggest looseness of expression, a tendency to exaggerate, a carelessness [...]