Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing t….

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it..

Write the way you talk. Naturally..

Study the methods of your competitors and do the exact opposite..

Every advertisement is part of the long term investment in the personality of the brand..

Don't count the people that you reach, reach the people who count.

When you advertise fire extinguishers, open with the fire..

If you can’t be brilliant, at least be memorable.

Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand..

Tell the truth, but make the truth fascinating..

If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself..

Positioning should be decided before the advertising is created.

The best idea is the simplest..

There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake….

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we ar….

I never write fewer than sixteen headlines for a single advertisement..

The more informative your advertising, the more persuasive it will be..

Creativity needs discipline and freedom..

Consumers don't think how they feel. They don't say what they think and they don't do what they say..

Consumers do not buy products. They buy product benefits..

Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels..