Consumers do not buy products. They buy product benefits.

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.

Be more ambitious. Don't bunt. When you get a job to do a story or an ad, try and hit the ball out of the park every time

Agencies which frequently work nights and weekends are more stimulating, more successful - and more profitable.

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

Advertising is only evil when it advertises evil things.

Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.