Nobody has ever built a brand by imitating somebody else's advertising.

On the average, five times as many people read the headlines as read the body copy.

I never write fewer than sixteen headlines for a single advertisement.

It's the lack of ambition that cripples most people, and makes them so pedestrian in the advertising/creative business

Don't hire a dog, then bark yourself

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.