If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

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.

In three words I can sum up everything I've learned about life: it goes on.

It was possible that he was making some progress in his mental health condition by seeing me.

the dolphins stitch sky to sea.

If you are resolutely determined to make a lawyer of yourself, the thing is more than half done already.

And now, dear sister, I must leave this house or the retreating army will make me a prisoner in it by filling up the road I am directed to take.

Life is not about finding our limitations, it's about finding our infinity.

[In] the post-Enlightenment world, science [has] taken the place of magic, miracles, and superstition.

Nature is only another chimera.

When I'm there, it's pure silence. There are other writers there, too, and I get super competitive. I have this weird fear that some guy next to me is writing this amazing novel, so I got to compete.

I love music more than language: it's the best, it's universal.