Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write.

Don't bunt. Aim out of the ball park. Aim for the company of immortals.

If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

Agencies which frequently work nights and weekends are more stimulating, more successful - and more profitable.

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