“A copywriter should have an understanding of people, an insight into them, a sympathy toward them.”

“On the average, five times as many people read the headlines as read the body copy.”

“I’ve learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.”

“I didn’t have time to write a short letter, so I wrote a long one instead.”

“This is how you do it: you sit down at the keyboard and you put one word after another until it’s done. It’s that easy, and that hard.”