Write The Way You Talk. Naturally.

There Is One Catagory Of Advertising Which Is Totally Uncontrolled And Flagrantly Dishonest: The Television Commercials For Candidates In Presidential Elections.

While You Are Responsible To Your Clients For Sales Results, You Are Responsible To Consumers For The Kind Of Advertising You Bring Into Their Homes.

Never Write An Advertisement Which You Wouldn't Want Your Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine.

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.

I Once Used The Word Obsolete In A Headline, Only To Discover That 43 Per Cent Of Housewives Had No Idea What It Meant. In Another Headline, I Used The Word Ineffable, Only To Discover That I Didn't Know What It Meant Myself.