Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

Viewers have a way of remembering the celebrity while forgetting the product. I did not know this when I paid Eleanor Roosevelt $35,000 to make a commercial for margarine. She reported that her mail was equally divided. "One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation." Not one of my proudest memories.

You cannot bore people into buying your product - you can only interest them in buying it.

David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.

I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas

The majority of business men are not capable of an original thought, simply because they cannot escape the tyranny of reason.

Encourage innovation. Change is our lifeblood, stagnation our death knell.