The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

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.

It's these little things, they can pull you underLive your life filled with joy and wonderI always knew this altogether thunderWas lost in our little lives

Healing is not necessarily about curing. As your inner light grows - anything is possible.

I have no guilt about any of my pleasures.

True hospitality consists of giving the best of yourself to your guests.

How can we expect another to keep our secret if we have been unable to keep it ourselves?

I think the prime reason for existence, for living in this world is discovery.

Im always intrigued when you are travelling through a place and there is somebody who has lived there and done the same job for years.

The threat of nuclear warfare is very, very low. Trump is no fool, and he sees the world as a globalized world.

You could be disqualified for a job [at Harvard] if you were either smart or Jewish or Keynesian. So what chance did this smart, Jewish, Keynesian have?

The historical weight of gender inequality has tended to concentrate women in lower-paid jobs with fewer benefits, at the same time made them primarily responsible for care giving.