Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

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.

Big ideas are usually simple ideas.

Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority.

It is the inescapable duty of management to fire incompetent people.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.