Unless Your Campaign Has A Big Idea,

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

Some Manufacturers Illustrate Their Advertisements With Abstract Paintings. I Would Only Do This If I Wished To Conceal From The Reader What I Was Advertising.

Never Write An Advertisement Which You Wouldn't Want Your Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine.

I Never Tell One Client That I Cannot Attend His Sales Convention Because I Have A Previous Engagement With Another Client; Successful Polygamy Depends Upon Pretending To Each Spouse That She Is The Only Pebble On Your Beach.

Advertising Is A Business Of Words, But Advertising Agencies Are Infested With Men And Women Who Cannot Write. They Cannot Write Advertisements, And They Cannot Write Plans. They Are Helpless As Deaf Mutes On The Stage Of The Metropolitan Opera.