The most powerful element in advertising is the truth.

— William Bernbach…

Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.

— Stuart H. Britt…

No one cares about you, they care about themselves.

— Neville Medhora…

Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.

— Leo Burnett…

All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

— Joseph Sugarman…

The written word is the strongest source of power in the entire universe.

— Gary Halbert…

There is your audience. There is the language. There are the words that they use.

— Eugene Schwartz…

Never stop testing, and your advertising will never stop improving.

— David Ogilvy…

Get yourself a collection of good ads and DM pieces and read them aloud and copy them in your own handwriting

— Gary Halbert…

Find a market first… and then concentrate on a product!

— Gary Halbert…

The customer is not a moron. She’s your wife

— David Ogilvy…

No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.

— Eugene Schwartz…

Nobody counts the number of ads you run; they just remember the impression you make.

— William Bernbach…

If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.

— Leo Burnett…

Copy is a direct conversation with the consumer.

— Shirley Polykoff…

The best advertising should make you nervous about what you’re not buying.

— Mary Wells Lawrence…

You sell on emotion, but you justify a purchase with logic.

— Joseph Sugarman…

If you can’t reduce your argument to a few crisp words and phrases, there’s something wrong with your argument.

— Maurice Saatchi…

Be interesting! Even if you have something interesting to say, your delivery can make people read, or run.

— Neville Medhora…