Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.

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

Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.

Never stop testing, and your advertising will never stop improving.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

Write the way you talk. Naturally.

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.