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

If you can’t advertise yourself, what hope do you have of advertising anything else?

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.

There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.