Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.

I always use my clients' products. This is not toady-ism, but elementary good manners.

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

Viewers have a way of remembering the celebrity while forgetting the product. I did not know this when I paid Eleanor Roosevelt $35,000 to make a commercial for margarine. She reported that her mail was equally divided. "One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation." Not one of my proudest memories.

Ninety-nine percent of advertising doesn't sell much of anything.

You aren’t advertising to a standing army; you are advertising to a moving parade.

Unless your campaign has a big idea, it will pass like a ship in the night.