I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.

If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.

Too many ads that try not to go over the reader's head end up beneath his notice.

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.