On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

If you can’t advertise yourself, what hope do you have of advertising anything else?

You aren’t advertising to a standing army; you are advertising to a moving parade.

Advertising is only evil when it advertises evil things.

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

Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.

I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives