The Consumer Isn't A Moron;

On The Average, Five Times As Many People Read The Headline As Read The Body Copy. When You Have Written Your Headline, You Have Spent Eighty Cents Out Of Your Dollar.

If You Want To Be Interesting, Be Interested.

Set Exorbitant Standards, And Give Your People Hell When They Don't Live Up To Them. There Is Nothing So Demoralizing As A Boss Who Tolerates Second Rate Work.

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

The Consumer Isn't A Moron; She Is Your Wife.