You aren't advertising to a standing army; you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who'll get married next year. An advertisement is just like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.

Never stop testing, and your advertising will never stop improving.

Lazy and superficial men and women do not produce superior work.

Don't count the people that you reach, reach the people who count

Tell the truth, but make the truth fascinating.

No sale, no commission. No commission, no eat. That made an impression on me.

Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority.