On the average, five times as many people read the headlines as read the body copy.

Within every brand is a product, but not every product is a brand.

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

The advertisers who believe in the selling power of jingles have never had to sell anything.

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

Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write.

Readers travel so fast they don't stop to decipher the meaning of obscure headlines.