If It Doesn't Sell, It Isn't Creative.

Some Manufacturers Illustrate Their Advertisements With Abstract Paintings. I Would Only Do This If I Wished To Conceal From The Reader What I Was Advertising.

The Consumer Isn't A Moron; She Is Your Wife.

Our Business Is Infested With Idiots Who Try To Impress By Using Pretentious Jargon.

On The Average, Five Times As Many People Read The Headline As Read The Body Copy. When You Have Written Your Headline, You Have Spent Eighty Cents Out Of Your Dollar.

Make Sure You Have A Vice President In Charge Of Your Revolution, To Engender Ferment Among Your More Conventional Colleagues.