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

What you say in advertising is more important than how you say it.

Nobody has ever built a brand by imitating somebody else's advertising.

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

It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

I never write fewer than sixteen headlines for a single advertisement.

Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.