Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind

No sale, no commission. No commission, no eat. That made an impression on me.

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.

We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.

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.

Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority.

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.