If You Always Hire People Who Are

Consumers Do Not Buy Products. They Buy Product Benefits.

If You Have A Truly Big Idea, The Wrong Technique Won't Kill It. And If You Don't Have A Big Idea, The Right Technique Won't Help You

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

I Figure That My Staff Will Be Less Reluctant To Work Overtime If I Work Longer Hours Than They Do.

Nobody Ever Arrives At A Very Big Idea Through A Conscious, Rational Thought Process. It Comes From Your Unconscious.