A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

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

You make the best products you can, and you grow as fast as you deserve to.

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.

Advertising is the place where the selfish interests of the manufacturer coincide with the interests of society.