Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

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.

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

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.

One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.

Consumers do not buy products. They buy product benefits.