“Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.”

The best ideas come as jokes. Make your thinking as funny as possible.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.

Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.

Ninety-nine percent of advertising doesn’t sell much of anything.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.

It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially – like inviting a man to dinner then spitting in his eye.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.

You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.

Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.

Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.

Advertising reflects the mores of society, but it does not influence them.

You want to be a millionaire. But your values system says you believe in sleep more than grinding!

Sacrifice. Work. Self-discipline. I teach these things, and my boys don’t forget them when they leave.

Faith is not believing in my own unshakable belief. Faith is believing an unshakable God when everything in me trembles and quakes.

Why do we hold onto negativity? For some reason, we believe that others are affected by our experience of remaining upset, hurt or angry. Holding on to pain, anger, guilt or shame is the glue that binds us to the situation we want to escape.

I believe that we’re as happy in life as we make up our minds to be.

The first time you quit, it’s hard. The second time, it gets easier. The third time, you don’t even have to think about it.

I do believe in love at first sight. I’m experiencing it everyday.

Be aware of “yes” men. Generally, they are losers. Surround yourself with winners. Never forget – people win.