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

The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

Tell the truth, but make the truth fascinating.

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

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.