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

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

There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.

Don't count the people that you reach, reach the people who count

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.

The only marketers who know what the hell they're doing are those who have worked in sales

Creativity needs discipline and freedom.