Play to win, but enjoy the fun.

Consumers do not buy products. They buy product benefits.

Play to win, but enjoy the fun.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

The only marketers who know what the hell they're doing are those who have worked in sales

Supposing you've got an acute appendicitis. You've got to be operated on tonight. Would you like to have a surgeon who's read some books of anatomy and knows how to do that operation - or would you prefer to have a surgeon who refused to read all books about anatomy and relied on his own instinct?

Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.