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

The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

Agencies which frequently work nights and weekends are more stimulating, more successful - and more profitable.

Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.