Never write more than two pages on any subject.

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.

unrequited love is the most selfless love.

A dull speaker like a plain woman is credited with all the virtues for we charitably suppose that a surface so unattractive must be compensated by interior blessings.

Most writers seem to prefer the morning, or they feel at their best in the morning. Ideas are popping into your head while you're in the shower. And that's true for me, as well.

And Alex understood that Scotty Hausmann did not exist. He was a word casing in human form: a shell whose essence has vanished.

We cannot bear for our most mysterious experiences to remain unexplained. I've therefore learned...that every story has worth, since a person takes the time to tell it. The key is to listen.

And just because God attains and wins and finds this uniqueness all our lives win in our union with him the individuality which is essential to their true meaning.

There's some brain damage, but it may be that very brain damage that allows me to do the work I do.

I could never understand how we could put 120,000 Japanese behind a fence in World War II. I remember being bewildered about that.

All great works of literature either dissolve a genre or invent one.

Lies are like garbage that you can't throw away. They clutter your life, foul your air, and make living unbearable.