People Who Think Well, Write Well

Try And Inject Into Every Commercial You Make A Touch Of Singularity; A Bird That Will Hook On To The Consumers Mind

Most Headlines Are Set Too Big To Be Legible In The Magazines Or Newspaper. Never Approve A Layout Until You Have Seen It Pasted Into The Magazine Or Newspaper For Which It Was Destined. If You Pin Up The Layouts On A Bulletin Board And Appraise Them From Fifteen Feet, You Will Produce Posters.

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.

Experience Has Taught Me That Advertisers Get The Best Results When They Pay Their Agency A Flat Fee. It Is Unrealistic To Expect Your Agency To Be Impartial When Its Vested Interest Lies Wholly In The Direction Of Increasing Your Commissionable Advertising.

Great Hospitals Do Two Things. They Look After Patients, And They Teach Young Doctors. We Look After Clients, And We Teach Young Advertising People.