Don't bunt. Aim out of the ball park. Aim for the company of immortals.

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.

The general advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means 'originality': The most dangerous word in the lexicon of advertising

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.

The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.

Never write more than two pages on any subject.

The consumer isn't a moron; she is your wife.