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.

Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.

In most agencies, account executives outnumber the copywriters two to one. If you were a dairy farmer, would you employ twice as many milkers as you had cows?

Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

A good advertisement is one which sells the product without drawing attention to itself.

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.