Compete With The Immortals

It Takes Uncommon Guts To Stick To One Style In The Face Of All The Pressures To 'come Up With Something New' Every Six Months. It Is Tragically Easy To Be Stampeded Into Change. But Golden Rewards Await The Advertiser Who Has The Brains To Create A Coherent Image, And The Stability To Stick With It Over A Long Period.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information. When I Write An Advertisement, I Don’t Want You To Tell Me That You Find It ‘creative.’ I Want You To Find It So Interesting That You Buy The Product.

When You Advertise Fire Extinguishers, Open With The Fire.

While You Are Responsible To Your Clients For Sales Results, You Are Responsible To Consumers For The Kind Of Advertising You Bring Into Their Homes.

On The Average, Five Times As Many People Read The Headlines As Read The Body Copy.