If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.

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

Viewers have a way of remembering the celebrity while forgetting the product. I did not know this when I paid Eleanor Roosevelt $35,000 to make a commercial for margarine. She reported that her mail was equally divided. "One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation." Not one of my proudest memories.

I admire people with gentle manners who treat other people as human beings.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

It follows that unless your headline sells your product, you have wasted 90 percent of your money.