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

Tell the truth, but make the truth fascinating.

Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.

The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

The worst fault a salesman can commit is to be a bore. Foster any attempt to talk about other things; the longer you stay the better you get to know the prospect, and the more you will be trusted.

If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.

Readers travel so fast they don't stop to decipher the meaning of obscure headlines.