The most powerful element in advertising is the truth.

Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.

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

Word of mouth is the best medium of all.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

Let us prove to the world that good taste, good art, and good writing can be good selling.

I warn you against believing that advertising is a science.