Play to win, but enjoy the fun.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

On the average, five times as many people read the headlines as read the body copy.

While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

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.

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.

Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.