You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.

You can't save souls in an empty church.

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.

The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.

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

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

The best idea is the simplest.