No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

The most powerful element in advertising is the truth.

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

Nobody counts the number of ads you run; they just remember the impression you make.

Never do anything yourself that you can hire someone else to do, especially if they can do it better.

The heart of creativity is discipline.

The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.