It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

Creativity needs discipline and freedom.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

Don't bunt. Aim out of the ball park. Aim for the company of immortals.

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.

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