Never stop testing, and your advertising will never stop improving.

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.

I admire people with gentle manners who treat other people as human beings.

Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

What you learn is more important than what you earn.

I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.