Be more ambitious. Don't bunt. When you get a job to do a story or an ad, try and hit the ball out of the park every time

I prefer the discipline of knowledge to the anarchy of ignorance.

A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood

If you want to be interesting, be interested.

Write the way you talk. Naturally.