Write the way you talk. Naturally.

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.

I'm not one of those famous people flying round the world emoting over every catastrophe. I'm too feeble.

At a certain level of suffering or injustice no one can do anything for anyone. Pain is solitary.

All your beliefs, they're just that. They're nothing. They're how you were taught and raised. That doesn't make 'em real.

The sight of the huge world put mad ideas into me, as if I could wander away, wander forever, see strange and beautiful things, one after the other...

I haven't committed a crime. What I did was fail to comply with the law.

Feed the alligators and you get bigger alligators.

If you give money, spend yourself with it.

If we attach more importance to what other people believe than to what we know to be true - if we value belonging over being - we will not attain authenticity.

The heart surrenders everything to the moment. The mind judges and holds back.

Once in a while you have to bite the hand that reads you.