Study the methods of your competitors and do the exact opposite.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.

A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

Compete with the immortals

...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.

Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind