Advertising Is Only Evil When It Advertises

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 To Each Of Them A Letter On Behalf Of Your Client.

I Never Assign A Product To A Writer Unless I Know That He Is Personally Interested In It. Every Time I Have Written A Bad Campaign, It Has Been Because The Product Did Not Interest Me.

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

What You Say In Advertising Is More Important Than How You Say It.

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