The Consumer Isn't A Moron; She Is

If You Always Hire People Who Are Bigger Than You Are, We Shall Become A Company Of Giants

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.

A Lot Of Today's Campaigns Are Based On Optimum Positioning But Are Totally Ineffective - Because They Are Dull, Or Badly Constructed, Or Ineptly Written. If Nobody Reads Your Advertisement Or Looks At Your Commercial, It Doesn't Do You Much Good To Have The Right Positioning.

I Never Write Fewer Than Sixteen Headlines For A Single Advertisement.

If You Tell Lies About A Product, You Will Be Found Out - Either By The Government, Which Will Prosecute You, Or By The Consumer, Who Will Punish You By Not Buying Your Product A Second Time.