I Regard A Great Ad As The

Anyone Who Thinks That People Can Be Fooled Or Pushed Around Has An Inaccurate And Pretty Low Estimate Of People - And He Won't Do Very Well In Advertising.

If You Can't Turn Yourself Into Your Customer, You Probably Shouldn't Be In The Ad Writing Bsuiness At All.

Too Many Ads That Try Not To Go Over The Reader's Head End Up Beneath His Notice.

Don’t Tell Me How Good You Make It; Tell Me How Good It Makes Me When I Use It.

The Secret Of All Effective Originality In Advertising Is Not The Creation Of New And Tricky Words And Pictures, But One Of Putting Familiar Words And Pictures Into New Relationships.