If you would persuade, you must appeal to interest rather than intellect.

The great masses of the people will more easily fall victims to a big lie than to a small one.

People don't ask for facts in making up their minds. They would rather have one good, soul-satisfying emotion than a dozen facts.

When we want to correct someone usefully and show him he is wrong, we must see from what point of view he is approaching the matter, for it is usually right from that point of view, and we must admit this, but show him the point of view from which he is wrong. This will please him, because he will see that he was not wrong but merely failed to see every aspect of the question.

The heart has its reasons that the reason does not know.

A real person has two reasons for doing anything... a good reason and the real reason.

If you make people think they're thinking, they'll love you; but if you really make them think they'll hate you.

You can catch more flies with honey than with vinegar. Of course, you could do even better with a dead squirrel.

"Euclid taught me that without assumptions there is no proof. Therefore, in any argument, examine the assumptions."

"He who wants to persuade should put his trust not in the right argument, but in the right word. The power of sound has always been greater than the power of sense."

"Men are apt to mistake the strength of their feeling for the strength of their argument. The heated mind resents the chill touch and relentless scrutiny of logic."

You may be wondering if subliminal advertising works. That's an interesting question. (Send us money.) The American public was first introduced to the idea of subliminal advertising in 1957 by James M. Vicary. In a press conference announcing the formation of the Subliminal Projection Company, Vicary claimed that he was able to increase sales of popcorn and Coke through the use of subliminal advertising. (Send us lots of money.) According to Vicary, during a six-week test in a movie theater, he was able to drive up sales of popcorn by 57.5% and sales of Coke by 18.1% simply by flashing the slogans "drink Coke" and "eat popcorn" over the movie for 1/3,000th of a second every five seconds. (You want to send us money.) As plausible as his assertions might have been, there was little evidence to support them. (Send us money.) For one thing, Vicary refused to reveal where he conducted his experiment or document it in any meaningful way. What's more, psychologists who performed similar experiments concluded that a subliminal ad was no more compelling than a billboard glimpsed from the corner of the eye. (Send us your money.) In an effort to vindicate his claim, Vicary agreed to run the subliminal message "telephone now" during a Canadian broadcast. Like other documented cases, the experiment failed. Telephone usage didn't increase noticeably, and not a single viewer guessed Vicary's message. (Send us money.) While neither this experiment nor previous experiments disproved conclusively the effectiveness of subliminal ads, American broadcasters were so convinced of the ineffectiveness of subliminal messages that they simply volunteered not to run them. (You have an urge to send us money.) BTW, If you're still unconvinced and would like to see more research on the subject, you'll be happy to know that we're running our own little subliminal experiment. We can't tell you about it now, but in the coming weeks we'll reveal our findings. By the way, if you ever need to reach us--for any reason--our mailing address is: Frank & Sandy Luke 1328 N. Frisco, Apt. C Springfield, MO 65802

I have never, never in all my life, succeeded when I spoke with the faintest trace of harshness or asperity. I have always noted that if one wishes to move another's mind one must be ever so careful not to embitter that person's heart.