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, and no client will ever buy better advertising than he understands or has an appetite for.

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

Plan the sale when you plan the ad.

I am often asked how I got into the business. I didn’t. The business got into me.

Too many ads that try not to go over the reader’s head end up beneath his notice.

Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing bsuiness at all.

Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people – and he won’t do very well in advertising.

We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’