The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

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.

Great marketing only makes a bad product fail faster.

Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.

If you can’t advertise yourself, what hope do you have of advertising anything else?

Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get.

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.