If you can’t advertise yourself, what hope do you have of advertising anything else?

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

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.

The best idea is the simplest.

Write the way you talk. Naturally.

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.

Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.