Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.

Consumers don't think how they feel. They don't say what they think and they don't do what they say.

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.