Don't hire a dog, then bark yourself

The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.

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

The temptation to entertain instead of selling is contagious.

If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.