The Headline Is The Most

Never Use Tricky Or Irrelevant Headlines… People Read Too Fast To Figure Out What You Are Trying To Say.

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

Supposing You've Got An Acute Appendicitis. You've Got To Be Operated On Tonight. Would You Like To Have A Surgeon Who's Read Some Books Of Anatomy And Knows How To Do That Operation - Or Would You Prefer To Have A Surgeon Who Refused To Read All Books About Anatomy And Relied On His Own Instinct?

Nobody Should Be Allowed To Create General Advertising Until He Has Served His Apprenticeship In Direct-response

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