"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."

"When people read your copy, they are alone. Pretend you are writing each of them a letter on behalf of your client. One human being to another, second person singular."

"You cannot bore people into buying your product. You can only interest them in buying it."

"Whenever you can, make the product itself the hero of your advertising. If you think the product too dull, I have news for you: there are no dull products, only dull writers."

"In the modern world of business, it is useless to be a creative, original thinker, unless you can also sell what you create."

"Committees can criticize advertisements, but they should never be allowed to create them."