I Never Write Fewer Than Sixteen Headlines

If Each Of Us Hires People Who Are Smaller Than We Are, We Shall Become A Company Of Dwarfs. But If Each Of Us Hires People Who Are Bigger Than We Are, We Shall Become A Company Of Giants.

I Don't Know The Rules Of Grammar... If You're Trying To Persuade People To Do Something, Or Buy Something, It Seems To Me You Should Use Their Language, The Language They Use Every Day, The Language In Which They Think. We Try To Write In The Vernacular.

First, Make Yourself A Reputation For Being A Creative Genius. Second, Surround Yourself With Partners Who Are Better Than You Are. Third, Leave Them To Go Get On With It.

I Avoid Clients For Whom Advertising Is Only A Marginal Factor In Their Marketing Mix. They Have An Awkward Tendency To Raid Their Advertising Appropriations Whenever They Need Cash For Other Purposes.

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