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

I always use my clients' products. This is not toady-ism, but elementary good manners.

Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.

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.

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

Lazy and superficial men and women do not produce superior work.