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Great Hospitals Do Two Things. They Look After Patients, And They Teach Young Doctors. We Look After Clients, And We Teach Young Advertising People.

The Relationship Between A Manufacturer And His Advertising Agency Is Almost As Intimate As The Relationship Between A Patient And His Doctor. Make Sure That You Can Life Happily With Your Prospective Client Before You Accept His Account.

Most Headlines Are Set Too Big To Be Legible In The Magazines Or Newspaper. Never Approve A Layout Until You Have Seen It Pasted Into The Magazine Or Newspaper For Which It Was Destined. If You Pin Up The Layouts On A Bulletin Board And Appraise Them From Fifteen Feet, You Will Produce Posters.

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

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