Consumers don't think how they feel. They don't say what they think and they don't do what they say.

Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

Many of the greatest creations of man have been inspired by the desire to make money...If Oxford undergraduates were paid for their work, I would have performed miracles of scholarship and become Regius Professor of Modern History.

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.