Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
I never write fewer than sixteen headlines for a single advertisement.
Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.
Leaders grasp nettles.
If you want to be interesting, be interested.
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.