Tell The Truth, But Make The Truth

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information.

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

Study The Methods Of Your Competitors And Do The Exact Opposite.

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.

It Is Flagrantly Dishonest For An Advertising Agent To Urge Consumers To Buy A Product Which He Would Not Allow His Own Wife To Buy.