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.

The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

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.

It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.

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?

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.