You can't save souls in an empty church.

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

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.

You make the best products you can, and you grow as fast as you deserve to.

Positioning should be decided before the advertising is created

Every ad is an investment in the long-term image of a brand.

The best idea is the simplest.