Consumers Do Not Buy Products. They Buy

The Line Between Pride In Our Work And Neurotic Obstinacy Is A Narrow One. We Make Our Recommendations Clear. But We Do Not Grudge Our Clients The Right To The Final Say. It Is Their Money.

Positioning Should Be Decided Before The Advertising Is Created

You Aren’t Advertising To A Standing Army; You Are Advertising To A Moving Parade.

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

Never Write An Advertisement Which You Wouldn't Want Your Own Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine. Do As You Would Be Done By.