Consumers do not buy products. They buy product benefits.

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

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

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

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.

Big ideas are usually simple ideas.

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