I always use my clients' products. This is not toady-ism, but elementary good manners.

It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye.

I prefer the discipline of knowledge to the anarchy of ignorance.

It follows that unless your headline sells your product, you have wasted 90 percent of your money.

Study the methods of your competitors and do the exact opposite.

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.

Encourage innovation. Change is our lifeblood, stagnation our death knell.