Tell the truth, but make the truth fascinating.

The line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.

I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.

If it is something important, get a colleague to improve it.

Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.

I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas