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

It follows that unless your headline sells your product, you have wasted 90 percent of your money.

I had a friend who was the King's surgeon in England. One day I asked him what makes a great surgeon. He replied, "What distinguishes a great surgeon is his knowledge. He knows more than other surgeons. During an operation he finds something which he wasn't expecting, recognizes it and knows what to do about it." It's the same thing with advertising people. The good ones know more. How do you get to know more? By reading books about advertising. By picking the brains of people who know more than you do. From the Magic Lanterns. And from experience.

If you want ACTION, don’t write. Go and tell the guy what you want.

A good advertisement is one which sells the product without drawing attention to itself.

There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.

Every advertisement is part of the long term investment in the personality of the brand.