Write the way you talk. Naturally.

First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

You can't save souls in an empty church.

On the average, five times as many people read the headlines as read the body copy.

The majority of business men are not capable of an original thought, simply because they cannot escape the tyranny of reason.

Advertising reflects the mores of society, but it does not influence them.