Never Write An Advertisement Which

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.

The Consumer Isn't A Moron; She Is Your Wife. You Insult Her Intelligence If You Assume That A Mere Slogan And A Few Vapid Adjectives Will Persuade Her To Buy Anything. She Wants All The Information You Can Give Her.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information.

You Aren’t Advertising To A Standing Army; You Are Advertising To A Moving Parade.

Never Stop Testing, And Your Advertising Will Never Stop Improving.