If it doesn't sell, it isn't creative.
The consumer isn't a moron; she is your wife.
Advertising is only evil when it advertises evil things.
Ninety-nine percent of advertising doesn't sell much of anything.
What you say in advertising is more important than how you say it.
Never stop testing, and your advertising will never stop improving.
The more informative your advertising, the more persuasive it will be.
The best ideas come as jokes. Make your thinking as funny as possible.
Don't bunt. Aim out of the ball park. Aim for the company of immortals.