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.

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.

The trouble with fiction, " said John Rivers, "is that it makes too much sense. Reality never makes sense.

The branches of the trees looked as if they were holding hands and bowing their heads in prayer.

All good things that happen today are a part of golden memories in future.

A happy life is made up of little things ... a gift sent a letter written a call made a recommendation given transportation provided a cake made a book lent a check sent.

There is a difference between solitude and isolation. One is connected and one isn't. Solitude replenishes, isolation diminishes.

Judges can receive gifts as long as they report them.

Alright, manly man,” he says. “Go prove that you’re a man.

There are reports that French President Francois Hollande had an affair with an actress who is 18 years younger than him. It's pretty serious. Under French law, he could face up to 30 high fives.

Music is mathematics, the mathematics of listening, mathematics for the ears.

Business strategy is the battleplan for a better future.