Don't count the people that you reach, reach the people who count

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

I prefer the discipline of knowledge to the anarchy of ignorance.

The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

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.

A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.