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.

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

I always use my clients' products. This is not toady-ism, but elementary good manners.

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.

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

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

I do not regard advertising as entertainment or an art form, but as a medium of information.