As soon as by one's own propaganda even a glimpse of right on the other side is admitted, the cause for doubting one's own right is laid.

But the most brilliant propagandist technique will yield no success unless one fundamental principle is borne in mind constantly and with unflagging attention. It must confine itself to a few points and repeat them over and over. Here, as so often in this world, persistence is the first and most important requirement for success.

All propaganda must be so popular... that even the most stupid...will understand it.

The receptivity of the masses is very limited, their intelligence is small, but their power of forgetting is enormous.

All propaganda must be popular and its intellectual level adjusted to the most limited intelligence among those it is addressed to.

Through clever and constant application of propaganda, people can be made to see paradise as hell, and also the other way round, to consider the most wretched sort of life as paradise.