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

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood

I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.

Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.

It is the inescapable duty of management to fire incompetent people.

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

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.