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" Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. "

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" Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga. "

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

" Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped. "

" 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. "

" I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years. "

" Advertising reflects the mores of society, but it does not influence them. "

" Our business is infested with idiots who try to impress by using pretentious jargon. "

" 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. "

" A good advertisement is one which sells the product without drawing attention to itself. "

" 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. "

" Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. "

" The consumer isn't a moron; she is your wife. "

" Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write. "

" Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine. "

" You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. "

" The best ideas come as jokes. Make your thinking as funny as possible. "

" Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them. "

" Advertising is only evil when it advertises evil things. "

" The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "

" The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace. "

" Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest. "

" I do not regard advertising as entertainment or an art form, but as a medium of information. "

" 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. "

" Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom. "

" Leaders grasp nettles. "

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

" It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. "

" The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising. "

" If it doesn't sell, it isn't creative. "

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