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

We admire people who work hard, who are objective and thorough. We detest office politicians, toadies, bullies, and pompous asses. We abhor ruthlessness. The way up our ladder is open to everybody. In promoting people to top jobs, we are influenced as much by their character as anything else.

If you want ACTION, don’t write. Go and tell the guy what you want.

We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.

The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.

Write the way you talk. Naturally.

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.