One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.

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

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.

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.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

It follows that unless your headline sells your product, you have wasted 90 percent of your money.

Creativity Is a fancy word for the work we have to do by Friday.