Never Write More Than Two Pages On

I Prefer The Discipline Of Knowledge To The Anarchy Of Ignorance.

There Are Very Few Men Of Genius In Advertising Agencies. But We Need All We Can Find. Almost Without Exception They Are Disagreeable. Don't Destroy Them. They Lay Golden Eggs.

Training Should Not Be Confined To Trainees. It Should Be A Continuous Process, And Should Include The Entire Professional Staff Of The Agency. The More Our People Learn, The More Useful They Can Be To Our Clients.

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.

What You Say In Advertising Is More Important Than How You Say It.