The consumer isn't a moron; she is your wife.

Write the way you talk. Naturally.

We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.

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

A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.

Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

I admire people with gentle manners who treat other people as human beings.