The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
If you want ACTION, don’t write. Go and tell the guy what you want.
Big ideas are usually simple ideas.
The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising
Consumers do not buy products. They buy product benefits.
If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.