Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.

If you want to be interesting, be interested.

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.

I have noticed that agencies which are full of fun and ferment seem to create the best advertising. If you are not happy in advertising, for goodness sake find a job in which you would be happy. For as far as I know, we pass this way only once

If you always hire people who are bigger than you are, we shall become a company of giants