Never write more than two pages on any subject.
If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
On the average, five times as many people read the headlines as read the body copy.
I admire people with gentle manners who treat other people as human beings.
Consumers do not buy products. They buy product benefits.
You aren’t advertising to a standing army; you are advertising to a moving parade.