Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

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

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

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

If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.

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

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.

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

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

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.

Tell the truth, but make the truth fascinating.

If words are the truth, what is living for?

The average IQ in America is—and this can be proven mathematically—average.

The inner peace can block any windy weather.

There are no shortcuts—everything is reps, reps, reps.

And when at last I find you your song will fill the air.

I seek the substantial in life.

Acting means living, it's all I do and all I'm good at. If I weren't getting paid well, I would still be acting in a small troupe somewhere.

If there's anything better than a God-given talent, it's a God-given day job.

It's good to give some of the kids a chance for playing time and some confidence. It doesn't do any good to leave starters out there just to beat a team by 60-70 points.