Where people aren't having any fun, they seldom produce good work.

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?

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

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.

You cannot bore people into buying your product - you can only interest them in buying it.

Consumers don't think how they feel. They don't say what they think and they don't do what they say.

It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.