Leaders Grasp Nettles.

Play To Win, But Enjoy The Fun.

I Once Used The Word Obsolete In A Headline, Only To Discover That 43 Per Cent Of Housewives Had No Idea What It Meant. In Another Headline, I Used The Word Ineffable, Only To Discover That I Didn't Know What It Meant Myself.

I Avoid Clients For Whom Advertising Is Only A Marginal Factor In Their Marketing Mix. They Have An Awkward Tendency To Raid Their Advertising Appropriations Whenever They Need Cash For Other Purposes.

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

The Trouble With Many Copywriters In General Agencies Are That They Don't Really Think In Terms Of Selling. They Have Never Written Direct-response; They Have Never Tasted Blood