I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.

Never write more than two pages on any subject.

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.

The best idea is the simplest.

Advertising is the place where the selfish interests of the manufacturer coincide with the interests of society.