Every ad is an investment in the long-term image of a brand.

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.

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.

It is the inescapable duty of management to fire incompetent people.

No sale, no commission. No commission, no eat. That made an impression on me.