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

You can't save souls in an empty church.

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

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

The line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.

One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.