Never Write More Than Two Pages On

I Don't Know The Rules Of Grammar... If You're Trying To Persuade People To Do Something, Or Buy Something, It Seems To Me You Should Use Their Language, The Language They Use Every Day, The Language In Which They Think. We Try To Write In The Vernacular.

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

The General Advertisers And Their Agencies Know Almost Nothing For Sure, Because They Cannot Measure The Results Of Their Advertising. They Worship At The Altar Of Creativity, Which Really Means 'originality': The Most Dangerous Word In The Lexicon Of Advertising

Senior Men Have No Monopoly On Great Ideas. Nor Do Creative People. Some Of The Best Ideas Come From Account Executives, Researchers And Others. Encourage This, You Need All The Ideas You Can Get.

On The Average, Five Times As Many People Read The Headline As Read The Body Copy. When You Have Written Your Headline, You Have Spent Eighty Cents Out Of Your Dollar.