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.

Don't hire a dog, then bark yourself

If it doesn't sell, it isn't creative.

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.

I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas

If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.