You cannot bore people into buying your product - you can only interest them in buying it.

If you always hire people who are bigger than you are, we shall become a company of giants

I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

Every ad is an investment in the long-term image of a brand.

You make the best products you can, and you grow as fast as you deserve to.