The consumer isn't a moron; she is your wife.
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.
Never write an advertisement which you wouldn't want your family to read.
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
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.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising.
When you lose that restless feeling that nothing you do is ever quite good enough, that is when I shall insist you take my name off the door.
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Don't think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.
The maker who knows his article best would be the best advertising man, if only his interests did not warp his view.
Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves.
Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one.
The most effective thing I have ever found in advertising is the trend of the crowd.
