Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

What you say in advertising is more important than how you say it.

We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.

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

Never write more than two pages on any subject.

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

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