If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.

Too many ads that try not to go over the reader's head end up beneath his notice.

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.

Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.

Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.