When you advertise fire extinguishers, open with the fire.

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.

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

Creativity Is a fancy word for the work we have to do by Friday.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

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

We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.