Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.

The only marketers who know what the hell they're doing are those who have worked in sales

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

Encourage innovation. Change is our lifeblood, stagnation our death knell.

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.

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

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