What you say in advertising is more important than how you say it.

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

The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

We like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company - and above all, honest with consumers.

At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

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