The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

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

Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client; successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.

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.

Big ideas are usually simple ideas.