I always use my clients' products. This is not toady-ism, but elementary good manners.

The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.

Never use jargon words like 'reconceptualize', 'demassification', 'attitudinally', 'judgmentally'. They are hallmarks of a pretentious ass.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

Lazy and superficial men and women do not produce superior work.

The best idea is the simplest.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.