Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.

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

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

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

I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.

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.