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

H. L. Mencken once said that nobody ever went broke underestimating the taste of the American public. That is not true. I have come to believe that it pays to make all your layouts project a feeling of good taste, provided that you do it unobtrusively. An ugly layout suggests an ugly product. There are very few products which do not benefit from being given a first class ticket through life.

I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas

Don't count the people that you reach, reach the people who count

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

It takes uncommon guts to stick to one style in the face of all the pressures to 'come up with something new' every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period.