The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Sound an alarm! Advertising, not deals, builds brands.

You can't save souls in an empty church.

I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.