If It Doesn't Sell, It Isn't Creative.

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.

Headlines Can Be Strengthend By The Inclusion Of Emotional Words Like Darling, Love, Fear, Proud, Friend And Baby.

I'd Like To Be Remembered, As A Copywriter Who Had Some Big Ideas. That's What The Advertising Business Is All About. Big Ideas

It Has Taken More Than A Hundred Scientists Two Years To Find Out How To Make The Product In Question; I Have Been Given Thirty Days To Create Its Personality And Plan Its Launching. If I Do My Job Well, I Shall Contribute As Much As The Hundred Scientists To The Success Of This Product.

Few Of The Great Creators Have Bland Personalities. They Are Cantankerous Egotists, The Kind Of Men Who Are Unwelcome In The Modern Corporation.