When you advertise fire extinguishers, open with the fire.

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.

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

The advertisers who believe in the selling power of jingles have never had to sell anything.

Advertising is the place where the selfish interests of the manufacturer coincide with the interests of society.

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

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response