Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.

I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.

The advertisers who believe in the selling power of jingles have never had to sell anything.

Never write more than two pages on any subject.

Don't hire a dog, then bark yourself

Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.

Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.