What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Lazy and superficial men and women do not produce superior work.

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.

...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.

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

It follows that unless your headline sells your product, you have wasted 90 percent of your money.

Many of the greatest creations of man have been inspired by the desire to make money...If Oxford undergraduates were paid for their work, I would have performed miracles of scholarship and become Regius Professor of Modern History.