Ninety-nine percent of advertising doesn't sell much of anything.

I once found myself conspiring with a British Cabinet Minister as to how we might persuade Her Majesty's Treasury to cough up more money for the British Travel advertising in America. Said he, "Why does any American in his senses spend his vacation in the cold damp of an English summer when he could equally well bask under Italian skies? I can only suppose that your advertising is the answer." Damn right.

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

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

Never write more than two pages on any subject.

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

Play to win, but enjoy the fun.