You don't have to be Christian to behave like a gentleman! - David Ogilvy

Most good copywriters’, says William Maynard of the Bates agency, ‘fall into two categories. Poets. And killers.

It is a mistake to use highfalutin language when you advertise to uneducated people. I once used the word OBSOLETE in a headline, only to discover that 33% of housewives had no idea of what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

The best way to get new accounts is to create for our present clients the kind of advertising that will attract prospective clients. We do not have new business departments in our offices. No first-class man will take the job; no second-class man can do it effectively.