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

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

Positioning should be decided before the advertising is created

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.

Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

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