When you have nothing to say, sing it.

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.

A good advertisement is one which sells the product without drawing attention to itself.

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

Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.