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.
Advertising reflects the mores of society, but it does not influence them.
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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.
Ninety-nine percent of advertising doesn't sell much of anything.
The consumer isn't a moron; she is your wife.
