A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.

At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.

I always use my clients' products. This is not toady-ism, but elementary good manners.

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.

Advertising is the place where the selfish interests of the manufacturer coincide with the interests of society.