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“Study your reader first - your product second. If you understand his reactions, and present those phases of your product that relate to his needs, then you cannot help but write a good letter.”

“Behaviorism proposes to study human behavior according to the methods developed by animal and infant psychology. It seeks to investigate reflexes and instincts, automatisms and unconscious reactions. But it has told us nothing about the reflexes that have built cathedrals, railroads, and fortresses, the instincts that have produced philosophies, poems, and legal systems, the automatisms that have resulted in the growth and decline of empires, the unconscious reactions that are splitting atoms.”

“It is curious for one who studies the action and reaction of national literature on each other, to see the humor of Swift and Sterne and Fielding, after filtering through Richter, reappear in Carlyle with a tinge of Germanism that makes it novel, alien, or even displeasing, as the case may be, to the English mind.”