The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers and pretest your advertising, you will do well in the marketplace

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out.

The success of a meeting often depends on having the right documents— proofs, artworks, schedules, research charts, etc.— present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.

Develop your eccentricities early, and no one will think you're going senile later in life.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

Hire people who are better than you are, then leave them to get on with it . . . . Look for people who will aim for the remarkable, who will not settle for the routine.

Consumer accountability drives quality and efficiency

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

If you have all the research, all the ground rules, all the directives, all the data – it doesn’t mean the ad is written. Then you’ve got to close the door and write something – that is the moment of truth which we all try to postpone as long as possible.