You cannot bore people into buying your product - you can only interest them in buying it.
I never write fewer than sixteen headlines for a single advertisement.
Never stop testing, and your advertising will never stop improving.
I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.
What you learn is more important than what you earn.
The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.