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

My motto has always been: Only first class business and that in a first class way

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.

I never write fewer than sixteen headlines for a single advertisement.

Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.