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.

Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.

The consumer isn't a moron; she is your wife.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas