Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.
I regard a great ad as the most beautiful thing in the world.
Too many ads that try not to go over the reader's head end up beneath his notice.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.