If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.

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.

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.

The more informative your advertising, the more persuasive it will be.

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