The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

Don't bunt. Aim out of the ball park. Aim for the company of immortals.

People don't buy a new detergent because the manufacturer told a joke on television last night.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

If you want ACTION, don’t write. Go and tell the guy what you want.

The only marketers who know what the hell they're doing are those who have worked in sales

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.