I Can't Stand Callow Amateurs

Consumers Don't Think How They Feel. They Don't Say What They Think And They Don't Do What They Say.

Consumers Do Not Buy Products. They Buy Product Benefits.

The Trouble With Many Copywriters In General Agencies Are That They Don't Really Think In Terms Of Selling. They Have Never Written Direct-response; They Have Never Tasted Blood

It Is Flagrantly Dishonest For An Advertising Agent To Urge Consumers To Buy A Product Which He Would Not Allow His Own Wife To Buy.

The General Advertisers And Their Agencies Know Almost Nothing For Sure, Because They Cannot Measure The Results Of Their Advertising. They Worship At The Altar Of Creativity, Which Really Means 'originality': The Most Dangerous Word In The Lexicon Of Advertising