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

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" 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. "

" Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product. "

" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "

" There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. "

" 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. "

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

" The advertisers who believe in the selling power of jingles have never had to sell anything. "

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

" 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. "

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

" I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. "

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

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

" 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. "

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

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

" Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. "

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

" 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. "

" The secret of long life is double careers. One to about age sixty, then another for the next thirty years. "

" It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye. "

" 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. "

" 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. "

" 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. "

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

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

" 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. "

Surround Yourself

" 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. "

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