People who think well, write well

The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.

Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.

It follows that unless your headline sells your product, you have wasted 90 percent of your money.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Never write more than two pages on any subject.