I was doing a campaign once for a manufacturer, and I couldn't think of an ideas, and I was kind of desperate about it. The night before I had to show something to my client I had a dream, an interesting dream. I woke up and for once in my life I wrote it down and went back to sleep Next morning I went to the office and had that dream out into a TV commercial which is still running thirty years after and which has made that particular product the leader in its field.

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.

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

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives