The best idea is the simplest.

I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas

You will never win fame and fortune unless you invent big ideas.

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.

You aren’t advertising to a standing army; you are advertising to a moving parade.

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. Foster any attempt to talk about other things; the longer you stay the better you get to know the prospect, and the more you will be trusted.