The more informative your advertising, the more persuasive it will be.

If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.

Never stop testing, and your advertising will never stop improving.

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.

Ninety-nine percent of advertising doesn't sell much of anything.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.