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, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.

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

I never write fewer than sixteen headlines for a single advertisement.

Never stop testing, and your advertising will never stop improving.